A word from Vlerick
Professor Steve Muylle
: Throughout our collaborative research partnership it has become clear that P&G not only sells better products but also sells its products better. By connecting to a vast pool of creative resources and developing joint innovations, P&G is able to introduce game changers in the fastidious consumer markets in which it competes. Likewise, P&G is a pioneer when it comes to selling FMCG better, as demonstrated by the success of its e-commerce model for Pampers at Amazon.com.
While not obvious at first sight, Apple and P&G have a lot in common… when it comes to market research.
Indeed, The late Steve Jobs said, according to Walter Isaacson's official Jobs biography, “’Give customers what they want.' But that's not my approach. Our job is to figure out what they're going to want before they do.
That's why I never rely on market research. Our task is to read things that are not yet on the page." At the early stage of innovation P&G works in a quite similar way. Consumers are observed, rather than interviewed or surveyed, in their natural habitat, rather than in a focus group room or through an online questionnaire. The idea is to get into the shoes of the consumer and understand how she engages with the category. Then you can go ahead and “show and tell” your ideas to consumers, and continue to feed the innovation pipeline!