For Procter & Gamble’s Analytics and Insights (A&I) team, the discovery was both disconcerting and perplexing.
More specifically, some of the consumer packaged goods manufacturer’s brands were experiencing “a market-share gap” among pockets of US consumers with a median annual household income of $60,000 per year.
“The first question we had to ask was, ‘Why,’” Kirti Singh, P&G’s chief analytics and insights officer, told delegates at the The Market Research Event (TMRE) 2019, a conference held by KNect365 in Las Vegas, Nevada.
The Cincinnati-based house of brands makes and markets some 65 everyday household products – a stable that includes...