Although it may seem that market research has always existed, this is not the case. Today, at FOCUS Marketing Research South West Europe we want to rescue from the past the first market research success story, and remember Procter&Gamble (P&G), which – although it was not the only pioneering company – from its beginnings stood out for its innovative spirit and your ability to collect and leverage market data to drive the success of your products.
In the 1920s, P&G realized that fierce competition was coming in the consumer products market, and especially in the household and personal care products segment, so it began to systematically invest in market research. .
Two decades later, the multinational had hundreds of products on the market, but none of them had reached the desired level of success, and it saw an opportunity in the detergents segment because, although it was quite saturated, none of the available alternatives seemed fully satisfy the needs of consumers.
Before launching Tide in 1946, P&G took a different approach; Instead of just developing the product and launching it on the market, the company decided to invest time and resources in better understanding consumer preferences, needs and expectations in terms of cleaning and laundry. Before launching Tide in 1946, P&G took a different approach; Instead of just developing the product and launching it on the market, the company decided to invest time and resources in better understanding consumer preferences, needs and expectations in terms of cleaning and laundry.
This research allowed P&G to develop a product that not only met audience expectations, but also offered additional benefits, such as more effective cleaning and greater ease of use. The launch of Tide was a resounding success and marked the beginning of an era in which the multinational became an undisputed leader in the home and personal care products market.
Tide was a revolutionary detergent, formulated to deliver deep, effective cleaning, remove tough stains and rinse easily, leaving clothes clean and fresh. An instant success. The combination of extensive market research and innovative product development allowed P&G to stand out from the competition and establish a dominant position in the household cleaning products industry.
Since then, the company has continued to invest heavily in market research, to understand the changing needs of consumers and thus develop innovative products capable of satisfying these new needs.
