How “hands on the keyboard” signals a new wave of personalization at P&G

Procter & Gamble, the consumer goods manufacturer, is taking a nuanced approach as it strives to understand and serve changing shopper needs.

Procter & Gamble all but invented marketing research in 1924, when William Cooper Procter told his product-development team to go out and knock on doors to learn – first hand – what consumers wanted and needed.

For decades, such “eyes...

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