Turning Real Life into Better Experiences

Meaningful innovation starts with genuine human understanding. We look at people’s routines, frustrations, and habits to find inspiration. From helping families clean their homes to supporting teenage girls during their periods or making advertising more engaging, it all starts by listening.

Understanding those everyday moments is what helps shape how products are designed, how brands communicate, and how experiences improve over time.

Each year, P&G recognizes Analytics & Insights experts with the prestigious designation of A&I Master. These individuals bring deep expertise in research, analytics, and data science, along with a strong curiosity about people and how to turn insights into meaningful action.

This year, four A&I leaders from around the world received the designation. Read on to learn more about their work, the impact it is having on consumers and what they value most about being part of P&G.

Making Media More Meaningful for Consumers

Christian McGill, Director, Commercial Analytics

"Great media starts with understanding the consumer experience, not just metrics. The real impact comes from staying grounded in what consumers actually need and feel, using data to serve that understanding."

Christian is passionate about making P&G’s media more meaningful and relevant for consumers. He led a shift from traditional media metrics to a stronger focus on consumer attention and engagement. By paying closer attention to where people are truly engaged, his team uncovered an important insight: not every ad experience is equal. Some moments invite attention, while others are easy to ignore.

That shift changed how advertising is planned and delivered. Instead of focusing only on how many people see an ad, teams now think more about when and where it will feel relevant.

He adds, "What I love most about being part of the A&I team is how naturally curiosity shows up in everyday interactions. You can be talking to someone who isn’t connected to your project at all, but they’re immediately engaged, asking questions and offering perspectives because you’re speaking the same language around consumers, data and insights. It pushes you to think deeper, challenge your own assumptions, and ultimately do better work for the consumer."

Rethinking the Everyday Cleaning Experience

Corey Tyhurst, Director, North America Personal Healthcare, Analytics & Insights

"Being consumer-first starts with humility. Observing real life often uncovers the gap between what people say and what they do."

Ever wonder how people really use paper towels and cleaning products to clean their homes? Watching how consumers really did it and being able to quantitatively measure their behavior through connected home research uncovered hidden insights: all the hidden prep work that takes time before the actual cleaning begins; the importance of "reset cleaning" throughout the day in multi-use spaces like kitchens and dining spaces.

Instead of fixing just one problem, the team set out to simplify the entire “job to be done.” The result helped shape thinking across the Swiffer and Bounty teams, inspiring products and communication designed to help consumers clean faster, skip steps and get more done with less effort.

The result was a new way of thinking for the Swiffer team — leading to solutions that do more in one step and help turn a long, multi-step chore into something quicker and simpler.

Seeing the People Behind the Numbers

Louise Lindqvist, Director, Global Hair Care, Analytics & Insights

"My work is guided by seeing the people behind the numbers and viewing the world through their eyes, reflecting a fundamental belief in empathy and humanity."

In Global Hair Care, Louise is helping Pantene uncover new insights into how consumers experience and evaluate highly damaged hair. For example, she identified a key “tipping point” in how consumers perceive hair damage, helping inform innovation for the brand. To better understand those behaviors, she analyzed TikTok consumer videos to see how people assess hair damage, test its severity, and describe the solutions they are searching for.

In her 16 years at P&G, one of Louise’s most meaningful projects focused on understanding how to better support teenage girls in India during their periods.

For many girls, having a product they can trust — especially in environments with limited access to private or sanitary spaces — can make a meaningful difference in their daily lives. This insight helped shape both the product and how it was communicated, creating something that better supports girls in real-life situations. Providing girls with access to feminine care products they can trust can be life-changing, helping ensure they can manage their periods with confidence and continue participating fully in school and daily life.

Louise values P&G’s “culture of upskilling that enables continuous learning and growth as a brand builder and leader."

The Human Side of the Algorithm: Designing the Future of Consumer Connection

Wang Lingjie, Senior Data Scientist, Global Commercial Analytics Accelerator

"In the world of data science, the most powerful tool isn't the algorithm — it’s deep consumer understanding."

In an era of digital saturation, how do we move beyond the "click" to understand the human behind the screen? Wang Lingjie is redefining the boundary between data science and consumer delight. While traditional metrics focus on the frequency of an ad, Lingjie is pioneering a shift toward meaningful engagement.

By integrating advanced data modeling with deep human feedback, his team is moving past the "what" to solve the "why." His work ensures that every digital touchpoint is not just a data point, but a moment of value. Instead of repetitive messaging, Lingjie’s approach builds a clearer, more respectful picture of relevance.

For Lingjie, the goal is simple yet profound: creating a digital landscape where advertising feels natural and seamless. By treating a consumer's time as a gift, he is helping P&G transform massive data sets into experiences that are as useful as they are innovative — ensuring that even in a digital-first world, the consumer remains the undisputed boss.