P&G Harnesses the Voice of its Consumer
The Procter & Gamble Company is among the growing number of consumer companies turning to predictive analytics to gain a complete view of consumer attitudes and preferences about its products. By using SPSS Inc.'s Predictive Analytics Software (PASW), Procter & Gamble is able to gather and analyze direct feedback -- harnessing the voice of the consumer in order to improve marketing research and brand evaluation.
Patrick Hogan, consumer research solutions manager for global business services at Procter & Gamble, says, "At P&G, we believe that high quality, focused market research is an indispensable tool in the successful development and marketing of our consumer products. SPSS Predictive Analytics Software is instrumental in our understanding of how consumers think about and interact with our products, how they make purchase decisions, and how they respond to new ideas."
Procter & Gamble captures consumer information about attitudes and opinions on product offerings and uses data analysis to transform information into insights. Specifically, it uses PASW Data Collection software to manage the entire research lifecycle by authoring and conducting surveys and getting feedback to analysts quickly -- expected to improve process efficiencies.
Patrick Hogan, consumer research solutions manager for global business services at Procter & Gamble, says, "At P&G, we believe that high quality, focused market research is an indispensable tool in the successful development and marketing of our consumer products. SPSS Predictive Analytics Software is instrumental in our understanding of how consumers think about and interact with our products, how they make purchase decisions, and how they respond to new ideas."
Procter & Gamble captures consumer information about attitudes and opinions on product offerings and uses data analysis to transform information into insights. Specifically, it uses PASW Data Collection software to manage the entire research lifecycle by authoring and conducting surveys and getting feedback to analysts quickly -- expected to improve process efficiencies.