Procter & Gamble's new approach to market research

This report covers the contribution of Procter & Gamble's Joan Lewis to a ‘Research Must Change’ panel at the ARF's 2011 Re:Think conference.

Procter & Gamble's New Approach to Market Research

Geoffrey Precourt Warc

"If you don't like people, please don't get into marketing research," advised Joan Lewis, Officer/Global Consumer and Market Knowledge, at Procter & Gamble (P&G).

Speaking as part of a 'Research Must Change' panel at the Advertising Research Foundation's (ARF) 2011 Re:Think conference, she observed (with some confidence and enthusiasm), "This is a fantastic time to be in the communications industry. Consumers are expressing what they want. We need to find responsible people who can lead, who can get ahead of business decisions and keep looking ahead. They...

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