Consumer & Market Knowledge (CMK) at P&G
Summary
TLDRThe video script emphasizes the importance of understanding consumer needs in product design, particularly in the context of Procter & Gamble (P&G). It highlights the balance between data analysis and consumer interaction, where insights from real people guide decisions. The speaker describes how consumer feedback helps shape innovations like the 'magical pods' in diapers, which address issues such as bulkiness and sagginess. The company’s approach fosters a culture of curiosity and collaboration, ensuring that consumer needs remain at the center of product development and marketing strategies.
Takeaways
- 😀 Designing a good product starts with understanding people's unique needs; no two humans are alike.
- 🔍 The role of CMK (Consumer and Market Knowledge) is to understand consumers and markets, then bring that knowledge to the company to make informed decisions.
- 📊 CMK provides a balance between analyzing data and engaging with consumers to understand their motivations.
- 🌍 Research, including consumer feedback from various countries (e.g., China), is key to uncovering valuable insights.
- 🍼 Diapers can become bulky, affecting how babies move, which is a concern for some parents.
- ✨ The innovation of 'magical pods' in diapers helps solve the sagginess issue by distributing liquid evenly.
- 💡 CMK plays a crucial role in shaping product innovations by working with R&D and marketing teams.
- 🤝 Collaboration with multi-functional teams ensures that consumer needs are at the center of decision-making processes.
- 🎯 The price and specific features like 'magical pods' are critical factors in consumer decisions between similar products.
- 📈 Tracking how new product innovations perform in the market is an important part of CMK's ongoing process.
Q & A
What is the primary focus when designing a good product?
-The primary focus is understanding people's needs, recognizing that no two humans are alike, and bringing that knowledge into the company to make informed decisions.
What does CMK stand for, and what is its role in P&G?
-CMK stands for Consumer and Market Knowledge. Its role is to balance analytical data analysis with direct consumer interaction to ensure decisions align with consumer needs.
Why does the speaker find working in CMK fascinating?
-The speaker finds it fascinating because they get to understand why people do what they do and use data to influence product decisions that have a real impact on the company.
What project is the speaker currently working on?
-The speaker is working on a diaper innovation project called the 'next daya pair,' which they are preparing to bring to the market.
What inconvenience did one mom mention about diaper usage?
-One mom mentioned that diapers tend to become bulky, making her baby’s walk look awkward or silly.
What does 'insight' mean in the context of CMK?
-'Insight' refers to uncovering a motivation or need in the consumer, which could come from direct consumer feedback or data analysis.
How does CMK use consumer feedback to improve products?
-CMK analyzes consumer responses, finds common themes, and uses those insights to influence product innovations, like addressing diaper sagginess with 'magical pods.'
What is the role of CMK in product development at P&G?
-CMK works closely with marketing and R&D to ensure consumer needs are at the center of product development and communication.
Why did one mom choose the 'baby dry' diaper over others?
-The mom chose the 'baby dry' diaper because it offered a better price and had 'magical pods' that addressed the issue of sagginess.
What qualities is P&G looking for in new hires for CMK?
-P&G is looking for people who are curious, willing to always ask 'why,' and who can 'peel the onion' until they fully understand the consumer and the market.
Outlines
🔍 Understanding Consumer Needs in Product Design
The speaker emphasizes that designing a good product begins with understanding people's needs. They highlight that no two individuals are alike, and it's crucial to grasp consumer preferences and market dynamics. Their role involves bringing these insights to the company to ensure informed decision-making. The speaker finds it fascinating to understand why people act in certain ways and believes that the Consumer Market Knowledge (CMK) role offers a balance between analyzing data and directly engaging with consumers. They express a sense of fulfillment as their work significantly impacts company decisions.
📊 Bridging Consumer Insights and Company Strategy
The speaker elaborates on how consumer insights are integrated into company strategies at P&G. They discuss their involvement in a diaper project for the French market and how their research is influencing product development. A real-time update from an agency informs the team about an upcoming meeting to discuss findings. The speaker mentions how personal interactions with consumers reveal unique pain points, such as diapers becoming bulky, which affects a baby’s movement. Such insights guide product improvements that align with consumer expectations.
💡 Discovering Insights from Consumer Feedback
The speaker explains how the team leverages consumer feedback to identify deeper motivations or needs, often referred to as 'insights.' They describe reviewing answers from consumers, like mothers from different regions, to identify recurring themes. The team synthesizes these insights to shape their strategies. A recurring theme mentioned is the discomfort mothers experience with bulky diapers, which can hinder their child's movement. This insight helps the team focus on addressing these concerns in their product designs.
🤝 Collaborating with Cross-Functional Teams
The speaker describes how the CMK team collaborates with various departments, such as marketing and R&D, to ensure that consumer needs are always prioritized. They highlight an example where product innovation and consumer feedback are combined to create a new diaper feature—'magical pods'—that prevent sagging. This innovation addresses a key consumer concern and is then communicated effectively through product marketing, showcasing the value of interdisciplinary collaboration.
🌟 Bringing Consumer Insights into Product Development
The speaker shares an example of a mother’s decision-making process when choosing a diaper. Despite hesitating between two options, she ultimately chose the one with 'magical pods,' which helps prevent sagging. This real-life consumer interaction demonstrates how insights shape product features and marketing messages. The team’s goal is to integrate these insights into every step of product development to ensure they meet consumer expectations and solve their problems effectively.
🏆 Implementing Innovations Across the Product Line
The speaker highlights the successful implementation of the 'magical pods' innovation across different diaper products for various age groups and sizes. This roll-out shows how a single consumer-driven insight can influence a broad product line. They emphasize how the CMK team’s insights have been instrumental in achieving this transformation, demonstrating the company’s commitment to investing in its people and empowering them to make impactful decisions.
🎓 Investing in Employee Development
The speaker reflects on how P&G invests in employee growth and development, especially for new hires. They mention the supportive environment where employees are encouraged to learn and bring their unique approaches to problem-solving. This nurturing culture enables employees to contribute meaningfully to the company’s initiatives while continuously learning and evolving in their roles.
📈 Tracking Success and Looking Forward
The speaker discusses the next steps for the team, which involve tracking the market performance of the new diaper innovation. The team remains hopeful that the product will perform well, showcasing their dedication and anticipation of positive results. They mention that P&G seeks individuals with a natural curiosity and a desire to deeply understand consumers and markets, reinforcing the importance of continuously asking 'why' and exploring new avenues for growth.
Mindmap
Keywords
💡Consumer Understanding
💡Data Analysis
💡Consumer Market Knowledge (CMK)
💡Product Innovation
💡Consumer Insights
💡Cross-functional Teams
💡R&D (Research and Development)
💡Product Performance Tracking
💡Consumer-Centered Decision Making
💡Curiosity and Problem Solving
Highlights
Designing a good product starts with understanding people's needs.
No two humans are alike, which makes understanding consumers and markets essential.
The role of CMK (Consumer Market Knowledge) is to ensure company decisions align with consumer insights.
CMK combines analytical data with real consumer insights to guide decisions.
Data-driven insights and consumer feedback play a critical role in product development.
The CMK team collaborates closely with multi-functional teams, including marketing.
P&G places a strong emphasis on consumer-centered product innovation.
A mother chose Baby Dry diapers due to price and the 'magical pods' feature, addressing sagging concerns.
Sagging in diapers is a key issue for consumers, and product innovation tackled it with 'magical pods'.
Innovations like liquid absorption channels were tested and validated by consumer feedback.
P&G invests heavily in training new hires, encouraging them to find their own ways to learn and contribute.
CMK’s insights are critical in shaping product plans and ensuring that the consumer is always at the center.
The initiative's performance in the market will be tracked to ensure it meets consumer expectations.
Curiosity and the drive to ask 'why' are key qualities P&G looks for in people, to better understand consumers.
CMK helps identify and address consumer needs through constant analysis and market feedback.
Transcripts
I believe that designing a good product
starts with understanding people's need
no two humans are alike we are all very
different our role in same case to
understand consumers to understand
markets and bring the knowledge the
company and make sure the decisions we
make here are the right decisions I
think it's really fascinating to
understand why people do what they do
for me cmk was the perfect balance
between the analytical side of things
where we really look at data and we
analyze data and meeting the consumer I
really feel like what I do matters
because you really have an impact on
everything that goes on in P&G so I was
coming regarding demand I sent you to
set up the research in France the prism
working on is the next daya pair that
will bring into market I've just got an
email news from the agency they're
saying that we have a meeting with Imam
next week
is there anything about diaper usage
that could maybe be inconvenient or that
you dislike from time to time they tend
to become a little bit bulky you know
like two four and then it makes my
babies work a little bit silly like a
kind of that we bring this reality of
one person and in reality of a world and
we try to see what come out of it if we
use the word inside a lot in tmk what it
means is uncovering a motivation or a
need in the consumer or it could also be
from data now I'm looking at all the
answers that our consumers gave to us
you notice that we feel it in China
we've heard a mom saying it you have a
10 mom saying it but then it convinced
it's the food organization that is a
nice idea we work a lot with the entire
multi-functional team we work with
marketing we help them shape the plans
making sure that the consumer is always
at the center of what we do
nice to meet you Chloe I think one mom
was interesting because she was
comparing the two tears yes she was
hesitating and in the end she chose baby
dry what made you pick this one in the
end I found the price of this one better
but also it had the magical pods so
sagginess is a really big deal
so you see her the icon of the three
magical pods using the product
innovation to develop by R&D and the
communication on the non sagging of the
diaper were able to tackle that consumer
need how cool it is to walk into a
meeting and get asked okay what the what
do the consumer think these three
channels which will absorb the liquid
and then disperse it evenly throughout
the diaper all this material these key
visuals have been qualified with
consumers the family's amazing cmk
insights we have implemented this new
innovation on all of these products at
the moment as you can see all four
different ages different sizes and this
is where it starts
P&G invests a lot in people this is what
I really love to do they know then you
are a new hire and still not to teach
you exactly what they do but what you
are supposed to learn then you are free
to come up with your own ways to do it
the next step for us now is to track how
the initiative is performing in markets
and keep our fingers crossed
we are looking for people with curiosity
to always ask why to peel the onion
until they feel confident they
understand consumers market
[Music]
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