PROCTER & GAMBLE

PROCTER & GAMBLE

Getting closer to the truth of what matters to consumers

Context

P&G came to Innovia because of its extensive knowledge and experience of applying behavioural science to real-world innovation challenges. P&G’s aim was to increase the use of behavioural science across the corporation and apply it to the process of developing superior science-based products that drive market growth. Taking a behavioural science approach enables P&G to get closer to the truth of what really matters to consumers, to design products so good that consumers will recognise the difference, and to encourage sustainable consumption.

Approach

Together we built and enhanced the behavioural science capability by:

• Developing a strategy to introduce behavioural science across the business: we systematically identified the main promoters and barriers to the good use of behavioural science in the corporation. A joint team of Innovia behavioural scientists and P&G product researchers developed a rigorous approach to overcome the barriers and accelerate uptake.

• Defining a set of simple, intuitive tools that can be used independently and be integrated into existing P&G frameworks: Based on our understanding of P&G’s needs we created an easily understood 5-stage behavioral framework. Each stage has a key activity that can be used alone or with other activities to take teams from behavioural diagnosis to testing and building prototypes.

• Identifying executive sponsors to enable uptake: a core team of sponsors supported the program. With their help, teams were able to access the resources to use and experiment with the new behavioural science framework.

• Building case studies to demonstrate and inspire teams: A group of early pioneers from across the Business Units came forward to pilot the framework. These pioneers were coached by Innovia’s behavioural scientists to apply the behavioural science framework to some of their most complex challenges.

• Integrating the approach into company–wide innovation processes to enable rapid uptake and deployment.

Impact

This foundational work focuses on two critical aspects. First, it ensures that consumers get the most out of P&G’s product and packaging designs and that these fit with their lifestyles. Second, it ensures that there is a clear link between the desired behavioural outcomes and the desired commercial outcomes. In this way, it is enabling P&G to be as world leading in understanding and driving sustainable usage behaviour as it is in designing products that surprise and delight consumers.

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