The Procter & Gamble Company (P&G), the world’s leading fast moving consumer goods (FMCG) company, was renowned for its consumer research. The company interacted with over five million consumers annually in around 100 countries. It undertook more than 15,000 research studies annually and spent more than US$350 million each year on consumer understanding. P&G was among the first companies globally to undertake formal research on consumer requirements – the company set up its market research (MR) department in 1924. In the subsequent nine decades, the company devised many innovative MR techniques. Its researchers were equipped with the skills to get the information they needed from consumers. P&G used advanced technology to assess the feedback it garnered and generate the right conclusions.

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