How P&G blends traditional insight strategy with new technologies

Procter & Gamble, the consumer goods giant, believes that in-person observation still plays a vital role in the research process, despite the growing availability of digital data.

With toilet-paper robots, razors for people who need assistance to shave, and digital skin-sensing tools, Procter & Gamble offered a formidable presence at CES 2020, an event held by the Consumer Technology Association (CTA).

But as David Taylor, P&G’s chairman/president/CEO, reminded delegates at the Las Vegas assembly, “In the age of technology, it is still critically important that we start with people. Nothing replaces the benefit of understanding consumers on a human level.”

Taylor has worked across various roles, categories and geographies for Procter & Gamble in a career at the consumer-goods giant that spans back to the...

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