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…

BPIR Categories

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

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