Proctor and Gamble 2006 Annual Report Download - page 10
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8The Procter & Gamble Company and Subsidiaries
First &
Second
The Moments
of Truth
P&G brands face two moments of truth
every day: the first at the store shelf, when
shoppers choose which brands to buy; and
the second at home, when consumers
decide whether our products deliver on
the brand promise. Winning at both
moments of truth demands deep shopper
and consumer understanding.
P&G learns from more than four million
consumer and shopper research interac-
tions each year—in testing labs, in
consumers’ homes, in stores, and on the
Internet. We learn who influences and
makes purchase decisions; who shops, and
when, where and how they shop; who uses
our products, and how they use our
products. These insights tell us where we
have opportunities to innovate and how
we can better communicate the benefits
of P&Gbrands.
Winning at the first moment of truth gives
us the chance to win at the second. Winning
at both moments of truth—time and time
again—is how P&Ggrows.