How P&G plans to fix an “unsustainable” market-research ecosystem

Procter & Gamble, the FMCG giant, is building a new kind of analytics and insights expertise as it seeks to keep up with consumers.

The “time is ripe for disruption” in market research, according to Kirti Singh, Procter & Gamble’s chief analytics and insights officer.

And the owner of brands like Febreze odor eliminators, Always feminine-hygiene products and the Olay beauty range, he reported, is aiming to be at the forefront of this process.

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