Industry
Consumer Goods
Use Case
Message Optimization
Overview
Procter & Gamble (P&G), a global leader in consumer goods, leverages Sawtooth Software's advanced survey tools to enhance its product messaging, packaging design, and overall market appeal. With an impressive portfolio that includes renowned brands like Tide, Olay, Charmin, and Crest, P&G turns to innovative methodologies like MaxDiff and Choice-Based Conjoint (CBC) to ensure their products stand out in competitive markets.
The Challenge
Before adopting Sawtooth Software’s tools, P&G faced the complex challenge of understanding what resonated most with consumers across diverse product categories. Relying on traditional survey methods made it difficult to accurately assess which product claims, packaging designs, or price points truly influenced purchase behavior. P&G needed a precise, data-driven approach to optimize its product messaging and packaging.
The Solution
P&G chose Sawtooth Software for its advanced capabilities in consumer research, particularly its MaxDiff and CBC tools. These methodologies allow P&G to simulate real-world shopping scenarios, asking consumers to make choices between various product characteristics—such as different color schemes, claims, and packaging graphics. With this data, P&G can identify which elements have the most significant impact on consumer preference and purchasing decisions.
Sawtooth Software's tools empower P&G's researchers to test a wide array of product variations with agility, providing critical insights that fuel the company's product development strategies. The collaboration has been marked by ongoing training and support from Sawtooth Software, ensuring P&G maximizes the potential of these powerful research tools.
The Outcome
P&G's use of Sawtooth Software has led to compelling results:
-
Clear Insights: MaxDiff and CBC provide a deeper understanding of consumer preferences, allowing P&G to fine-tune product claims and design elements that drive the most purchase intent.
-
Informed Decisions: With clear data on what resonates with consumers, P&G can make strategic decisions about product messaging and design, increasing the effectiveness of their marketing campaigns.
-
Increased Market Appeal: By aligning product development with consumer preferences, P&G enhances both brand loyalty and market performance across its extensive product lines.
P&G’s investment in this innovative approach has consistently paid off, with the company sharing its success stories at Sawtooth Software’s conferences, highlighting the positive impact of these tools on their product performance.
As P&G continues to innovate and meet the evolving needs of consumers worldwide, Sawtooth Software is proud to support their mission with advanced tools that optimize product development and market strategy.
If your business needs to better understand consumer preferences and optimize product offerings, Sawtooth Software can help. Contact our sales team today to learn how our advanced research tools can benefit your company.