How P&G’s “eyes on the consumer” insights drive product (and advertising) innovation

Geoffrey Precourt

Procter & Gamble, the consumer goods giant, is using the power of data and analytics to complement its long-standing excellence in traditional modes of market research.

Kirti Singh, chief analytics and insights officer, Procter & Gamble

When Kirti Singh, Procter & Gamble’s chief analytics and insights officer, talks about the company’s laser focus on consumers, he begins with D. Paul (“Doc”) Smelser.

“P&G developed the concept of market research in 1924,” Singh told delegates at the Association of National Advertisers’ (ANA) 2018 Data and Measurement Conference. “It started with a simple question about consumer behavior: ‘What percentage of women used Ivory soap for face and hands versus dishwashing?’”

Doc Smelser, as he was known by his colleagues, was a PhD working in the Economic Research department...

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