Curiosity at Work: How P&G’s A&I Masters Drive Consumer-Centric Innovation

This post is part of P&G’s 2025 Consumer Insights, Innovation, and the People Making it Happen World Tour blog series. Click the links below to read other stories in this series:

• Pampers Brazil: Solving Diaper Dilemmas from Insights to Value-Driven Innovation
• P&G’s 2025 Consumer Insights, Innovation, and the People Making it Happen World Tour

What is the key to transforming everyday challenges — like dealing with messes during family meals, managing your hair health in changing weather conditions or removing stubborn stains from your favorite shirt? It starts with a true understanding of your needs so we can address your challenges with extraordinary solutions through our brands.

P&G makes this possible through mastery in consumer research and analytics, where every insight has the power to make life better in small but meaningful ways and can even redefine what’s possible!

Each year, several Analytics & Insights leaders receive the prestigious designation of A&I Master. These talented individuals don't just analyze data. They're deeply curious about our consumer needs and challenges. Their passion for learning and understanding helps us create the products you love today and invent the solutions you'll need tomorrow.

This year, five A&I leaders from around the world received the designation of A&I Master. Read on to learn more about these talented individuals, the coolest projects they are working on and why they love being an Analytics & Insights Master at P&G.

Anna Rothring, Senior Manager, A&I Accelerator
Human Insights & Behavioral Sciences

“Human stories are powerful change agents. I feel so fortunate to be the recipient of our consumers’ stories, to learn from them, understand their problems and work toward solutions that improve their lives.”

Anna is proud to partner across P&G’s North America operations to strengthen their consumer-first culture. By spending more time with people like you in their homes, she is grounding business leaders in the power of uncovering insights and helping our brands make authentic consumer connections through innovation.

Boyan Alexandrov, Director, A&I Accelerator Commercial Analytics
Europe Market Operations

“Deep understanding of how consumers engage in store and online has an immense impact on business decisions and is key for building successful and sustainable brands.”

One of Boyan’s favorite projects is developing Advanced Analytics capabilities to improve your shopping experience. His work is helping people find their favorite products faster, while identifying growth opportunities for our brands and retailers based on assortment, distribution and shelving.

Enrique Hernandez, Director, Analytics & Insights
Oral Care, Latin America

“Insights are not just about data and consumer stories; they are the backbone of brand-building strategies.”

Enrique loved helping bring Downy Concentrado Perfume Suave to market in Latin America. Is there anything better than a gentle fragrance and the lasting feeling of freshly washed clothes? By understanding the needs of consumers, like you, Enrique guided every aspect of the innovation — from product to packaging to communication and in-store displays.

Lina DeFaria McElwee, Principal Director, A&I Master
North America Hair Care

“There are no limits when you are curious, understand the context of your challenge and connect the dots to find solutions for consumers.”

With an engineering background, Lina has always been curious about how people use our products, which sparked her passion for consumer understanding and led her to earn a Master's in Business, Marketing and Data Science. Through her research, she discovered people feel happier on days they wash their hair, and she has a question for you — especially if you’re extending the time between washes: do you #DoubleShampoo? Let Pantene explain.

Phillip Nicholas, Director, Advanced Analytics
Family Care, North America

“Data has a story to tell. Letting the data guide the analysis can often yield the most unique consumer insights.”

In March 2020, consumer demand for bathroom tissue skyrocketed, creating unprecedented supply chain challenges across the industry. Phillip redesigned the sales forecast models, allowing us to not only adapt and respond to heightened demand, but to better anticipate increased needs in the future. His work included building a new analytic foundation, analyzing geographic data and a good deal of trial and error. In the end, he created an adaptable model to ensure our products remain available where and when you need them most.

Congratulations to the 2025 Analytics & Insights Masters! Their impactful work continues to drive innovation and strengthen the connections between our brands and the people we serve.

Parents want the best for their babies. From the moment they’re born, they make hundreds of daily choices to keep their children happy, healthy, and comfortable. Diapers are a big part of that journey.

Babies go through many diapers, day and night, before they’re potty trained, so there is a lot of pressure to choose the perfect diaper.

Superior Protection, Unbeatable Value, Peace of Mind

Pampers believes you deserve a diaper that delivers exceptional value through superior quality.

Recently, our Consumer Analytics and Insights team listened closely to moms in Brazil and heard loud and clear that absorption, fit and comfort are paramount, not only for the nighttime to promote longer sleep, but also for the day when babies are most active. We took that feedback and went to work, innovating to design diapers you can rely on to make life easier day and night, featuring:

• Blow Out Barrier: Protects against back leaks and is a perfect fit for all the squiggling, wiggling, crawling and exploring.
• Soft, Breathable Coverage and Maximum Absorption: Utmost care for baby’s skin to keep it dry and protected.
• Anti-Leak Barrier Leg Cuffs: Gentle fit around baby’s legs.
• Superior Absorbency to Help Prevent Diaper Sag: Especially important in warmer climates where babies may only wear a diaper.

By choosing Pampers, you can be confident knowing your diaper will deliver superior protection so precious moments aren’t disrupted — whether that’s play time, sleep time or family time. Through improved product innovations, delightful packaging and effective communications, Pampers is truly worth it for your family day and night. This approach has also fueled 3% category growth year-on-year in Brazil.

Overnight Dryness — So Baby and Parents Sleep Through the Night

Daytime Pants — No Leaks, Great Fit to Body and Comfortable Wear

A Better Shopping Experience

Pampers understands that every family defines value differently, and no matter where you shop, we're dedicated to making it easy to find the perfect diaper for you and your baby’s needs.

We've listened to moms in Brazil to understand their unique needs and value perceptions, region by region, in-store and online. This allows us to customize our communications, highlighting what matters most.

Whether you prioritize convenience, stocking up, or finding the best fit, we've enhanced the retail experience. With clear displays, assortment and packaging that communicate key product benefits, we're making it easy to quickly identify the right Pampers product.

Pampers Brazil also recently introduced a new XXXG size so parents can continue to rely on a quality diaper as little ones grow and approach potty training.

Congratulations to the Pampers Brazil team for their commitment to offering a superior experience for families that delivers performance, quality, and value while driving growth for both retailers and the brand.

This blog series kicks off a 2025 World Tour of P&G Analytics & Insights — the Insights, Innovation, and the People Making it Happen.

Did you know that P&G reaches about 5 billion people worldwide every year? Whether it’s laundry day, bath time or tackling everyday cleaning tasks, our goal is to make sure every person feels delighted using our brands. With trusted names like Pantene, Dawn, Olay, Gain and Gillette, P&G is present in 180 countries around the world, offering brands that deliver superior performance, quality and value.

We’re shining a light on our talented teams around the world and their achievements. In 2024, these teams connected with consumers in over 2 million research engagements. By listening closely to their needs, we turned insights into meaningful actions that inform our strategies and drive brand innovation. We’re all about making lives better in small but meaningful ways.

Insatiable Curiosity from a Powerhouse Team

So, how do we ensure our brands meet everyday needs?

It starts with an insatiable curiosity from a powerhouse Analytics and Insights team living and working in markets around the world. Each year, we celebrate their outstanding efforts during the Global Analytics & Insights Brand Excellence Awards. Collectively, their work leads to strong business results and helps us create superior consumer experiences. Our focus areas include:

• First use and every use “WOW” Experience: We design products that offer an incredible consumer experience — think the cleanest clothes, the closest shave, sparkling healthy teeth and beautifully conditioned hair.
• Delightful Packaging: Our packaging is crafted to be visually appealing with superior quality, making it easy to find and choose the right product in-store and online. It also provides easy functionality.
• Effective Communication: We provide useful and engaging information to show how our brands offer solutions to your daily problems.
• Elevated Retail Experience: We ensure our products are available, appealing and at a good value.
• Right Value: Our commitment to innovation means we constantly strive to provide superior brands that solve everyday problems and are “worth it” for the price paid.

Global Analytics & Insights Brand Excellence Awards Highlights

Japan Hair Care: Dandruff Taboo Insight Crack

Japan's Dandruff Taboo: In Japan, discussing dandruff was once a sensitive topic due to its cultural perceptions associated with poor hygiene. Many thought, “I can’t be someone who has dandruff” (fuketsu, meaning ‘unclean’). However, our team discovered that people were more open to talking scalp care when it involved family. This insight helped launch a campaign that normalized these conversations and guided families toward the right products for scalp care.

Europe Fabric Care: Enabling a Superior Retail Experience

Two teams in the UK and France were on a mission to make shopping experiences better by discovering new ways to showcase laundry products on store shelves. By using real-time data and analytics, the UK team learned how displays were performing based on shopping behavior, and rearranged shelves for easy navigation and enjoyment, evidenced by the successful launch of a new Lenor laundry pack. In France, the team analyzed successful promotions to create new standards that best resonated with shoppers at retail, growing sales to benefit retail partners and brands.

Canada Fabric Care: Effective Media Reach, Efficiently Delivered

We constantly innovate through advertising and media to share the right messages about our products that meet individuals’ needs. Focusing on those needs, the team designed in-market experiments that ensured their ads showed up where people spent their time, with high-quality, engaging content in the right context. They created meaningful value by delivering the right message, at the right time, using the right media.

Latin America Media: From Cost to Growth Driver

Reaching people gets harder and harder! Individuals in Latin America experience media from a range of outlets including telenovelas on traditional TV to social media and messaging platforms. In Latin America, we’re creating a media planning ecosystem that ensures we’re present on the platforms where consumers are eager to learn about our brands, making media a key and measurable driver of growth.

North America Customer Planning Analytics: Meeting Local Consumer Shopping Needs

Working with the most granular level of data leads to breakthrough findings that help us better serve consumers. Our North American team used proprietary Neighborhood Analytics to identify consumer trends based on similar demographics and purchase behavior. Then, looking at the highest productivity items overlaid with category insights, we were able to better address local shopper preferences — a win for consumers, retail partners and increased sales for P&G brands.

Home Care: Chief Analytics & Insights Officer Award

The highest honor went to the Global Home Care Analytics & Insights team for their consumer centricity. The work they do every day is enabled by the power of curiosity — understanding consumer habits and leveraging leading-edge capabilities to get deeper insights that raise the bar on superiority across product, package, brand communication, retail, and value. Brand and market growth followed. Hats off for the outstanding work.

We thank our Analytics & Insights professionals around the world whose passion and dedication truly shine. At P&G, people are at the heart of all we do. Our Analytics & Insights teams combine consumer insights with data and technology to deliver meaningful impact behind our integrated growth strategy.

With over a century of experience, we’re committed to understanding our consumers’ lives and how we can support them. Stay tuned for more inspiring stories from our P&G Analytics & Insights Teams throughout the year!