P&G Analytics & Insights 2025 World Tour

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!