Innovation strategies driven by customer intelligence gathering

Colgate’s passion for investigating and understanding customer needs has led it to conduct millions upon millions of interviews in stores, homes, and other places the potential buyer and/or user can be reached in order to accumulate valuable, competitive, and proprietary customer information. Colgate follows the changing needs of consumers and takes note of the differences between consumer needs and preferences in various countries. The company established regional new product innovation centr...

BPIR Categories

1.1.2 Develop customer interview/focus group approach
1.1.4 Conduct customer interviews/focus groups
1.2.3 Identify new innovations that meet customer needs
15.6.13 Innovation, technology & flexibility