CINCINNATI: Consumer goods giant Procter & Gamble is extending its reach into the cyber netherworld of social networking in a bid to learn more about its customers.

It has created two websites, the People's Choice Community, tied to the established US awards of the same name, and Capessa, designed for women and which will appear on the health section of Yahoo.

The new communities will be less about promoting specific brands and more about market research. P&G will use the information to design marketing plans that resonate better with its audience.

Comments global marketing officer Jim Stengel: "It's going to be one giant living dynamic learning experience about consumers."

[Or their id-driven fantasies?]

Data sourced from Wall Street Journal Online; additional content by WARC staff