At a glance

Procter & Gamble, the fast-moving consumer goods manufacturer, is putting “constructive disruption” at the heart of its efforts to understand consumers.

Why it matters

Brands have access to swathes of data, but translating this information into actionable strategy relies upon an increasingly diversified toolkit. Analytics and insights teams must also operate in more rapid ways to keep up with changing preferences and behaviors in the marketplace.


  1. Procter & Gamble can now understand purchasing habits at the neighborhood level, and thus identify deep insights about shoppers.
  2. Through understanding consumers in new ways, P&G can challenge internal assumptions about its business, and identify revenue-generating opportunities.
  3. Learning and experimenting is a vital part of the analytics and insights process, with new tools and techniques being made available on an almost constant basis.