Kirti Singh, Chief Analytics and Insights Officer, P&G: Connecting with Consumers During a Pandemic

Ninety-five years ago, an economist named Paul “Doc” Smelser was working for Procter & Gamble when he set out to answer a simple question: What percentage of Ivory soap were people using to wash their face and hands vs. for washing dishes? The journey to answering that question was the catalyst for what is today known as consumer insights and market research. Today, 5 billion consumers around the world use P&G products everyday. Trusted brands like Gillette razors. Crest toothpaste. Tide detergent. And, of course, Ivory soap. Now, as COVID-19 has forced the world to stay home, these household staple brands have become an even more trusted and central part of our lives. Kirti Singh is the Chief Analytics & Insights Officer at P&G where he leads a consumer insights department, which has been named as one of the world’s most innovative client-side research teams. Kirti joins us to talk about the philosophy and purpose behind P&G’s insights team, and how advancements in technology and research methodologies have transformed how they understand human behavior, emotion, and consumption.

Listen to this episode to learn:

  • How the pandemic has changed P&G’s consumer research methods and accelerated virtual engagement
  • How P&G uses consumer insights to discover growth opportunities, keep a consumer focus within the business and its brands, and activate growth drivers
  • How advancements in data analytics, machine learning, behavioral sciences, and other methodologies have transformed P&G’s research capabilities
  • Why Tide Pods are an example of “constructive disruption”
  • How the economic downturn will affect consumers’ choices and likely move them towards brands that are trustworthy, reliable, and provide value
  • Why being a successful insights leader requires curiosity, a growth mindset, and continuous reinvention
You may be interested in:

The Better Why: Insight Meets Activism

The Better Why: Insight Meets Activism

Research Live

Last month, Customer Agency C Space published The Better Why report – a piece of industry-leading thought leadership around how the current crisis has changed customers and business – and what this means for insight. C Space’s UK Managing Director Kathryn Blanshard explains more.

A closer look at the first steps in C Space’s DEI journey

A closer look at the first steps in C Space’s DEI journey

by Leah Ben-Ami (C Space)
Reward Gateway

Leah Ben-Ami is the Director of Learning at C Space, a customer agency focused on putting their client’s customers at the center of the work it does, and the way C Space approaches the work. Here’s a look at the 10 steps the organization took to improving DEI, as told by Leah:

A sense of community

A sense of community

by Bronwen Morgan
Research Live

Online research communities offer businesses a means of getting closer to their customers, generating insight and validating research findings – but they can also foster connection and empathy in uncertain times. C Space’s regional CEO Felix Koch shares his thoughts.

The Future Customer, as featured in The Times

The Future Customer As featured in The Times // Raconteur How has COVID-19 shifted your shopping mindset? Are you more mindful of the brands you shop at? The Future Customer special report, published in The Times, looks at how COVID-19 has...

The Better Why

The Better Why

Raconteur

In the battle for relevance, why does the promise of big data alone still fail to deliver? Context holds the answer.