Why “Consumer First” Always Wins

For over a century, 'Consumer Focus’ has guided P&G. From the earliest days of market research to today’s AI-driven landscape, our consumer-centric mindset has evolved alongside the business while remaining deeply integrated into every aspect of the company. In a recent conversation on the Data Talks podcast, P&G Chief Analytics & Insights Officer Kirti Singh reflects on what it means to stay relentlessly focused on consumers in a rapidly evolving data and AI landscape, and why this principle continues to drive P&G’s innovation and growth.

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You’ve spent more than 30 years at P&G working across India, China and the U.S. What has stayed constant throughout your career?

Kirti Singh:
A lot has changed over the years. The tools, the pace, and the sheer volume of data we have today are very different. What hasn’t changed is where we start. Everything has centered around the consumer.

I often think back to my first day at P&G. Instead of being in an office, I was in a consumer’s home outside Mumbai, talking about Ariel detergent, which we were just launching in India. That experience shaped how I think about business and continues to influence my approach today. No matter how much evolves, staying close to consumers is what keeps us grounded.

What does “Consumer First” look like inside P&G today and how is it championed from the top down?

Kirti Singh:
For us, it shows up in how we operate every day.

It’s about staying continuously connected to consumers and bringing that perspective into decisions across the business. That expectation applies to everyone – from our newest hires to the C-suite. P&G CEO Shailesh Jejurikar underscored this commitment and raised the bar by beginning his first day as CEO with a personal visit to a consumer’s home to better understand her daily routines.

What matters most is going beyond surface-level behavior. We focus on understanding context, what’s happening in people’s lives, what they’re trying to solve, and what truly feels “worth it” to them. That’s what leads to better choices and superior experiences.

With the rise of AI and data analytics, how is that changing the way your teams work?

Kirti Singh:
The way we work is transforming. We can move faster, process more information, and identify patterns that weren’t visible before. AI is a powerful tool, but it works best when paired with human thinking. You still need to frame the right questions and decide what actually matters.

At the same time, the role of human judgment and critical thinking has become even more important. One thing I believe strongly is that data is human. It reflects real people and real behaviors which guides us to treat it with the utmost respect and diligence.

What creates competitive advantage for P&G in this environment?

Kirti Singh:
We connect with billions of consumers around the world. That scale is important, but it’s only valuable if it translates into better decisions and superior brand experiences.

The real challenge is turning those connections into insights, and insights into meaningful actions. It requires discipline around data quality and strategic focus on growing the entire market. Our approach is to expand the pie by understanding unmet consumer needs, rather than just fighting for market share. Ultimately, advantage comes from how well you understand people and how consistently you apply that understanding across the business.

What’s next for the future of insights and analytics at P&G?

Kirti Singh:
We’re in a period of rapid change, and that will continue. But the fundamentals remain the same. The companies that will win are the ones that keep the consumer at the forefront of all they do while raising the bar on quality, not just in their data, but in how they think and how they act on it.

Technology will keep advancing. The real question is how effectively we use it to better serve consumers, driving meaningful innovation and business impact.