Graham & Maryclare
With revenues worth over $80 billion annually
Soon after they’re hired, new employees of P&G undergo special cultural training. “They spend a week in a low-income neighbourhood, working in a bodega, a little shop, He [the executive] puts an apron on. He works there. He talks to the shop owner. He talks to the people who come in. He becomes part of life.”
Example 1: People cleaning floors would typically sweep up dust and then mop in a laborious 2-step process.
Example 2: Tide detergent was irritating people’s skin in India because 80% of people wash their clothes by hand.
You can build great intuition around target group behavior if you’re willing to embed yourself in your target demographic’s day-to-day life.
Source: https://medium.com/@kavinstewart