After its product "Tide" quickly became market leader, Proctor and Gamble (P&G), a US consumer products manufacturer, worked to ensure the product remained relevant. Recognising an over-reliance on high-tech consumer research could reduce innovation by preventing product teams from having direct contact with consumers, P&G executives were instructed to conduct their own consumer research and visited consumers at homes to sees what was good and bad, what was valued, what was taken for granted. an...

BPIR Categories

4.1.1 Identify market segments & target customers
5.5.3 Improve process/product performance

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