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The Procter & Gamble is leveraging predictive analytics in an effort to gain a complete view of customer attitudes and preferences about its products.
The CPG company is using Chicago-based SPSS Inc.’s Predictive Analytics Software (PASW) to gather and analyze direct consumer feedback to improve its marketing research and brand evaluation.
“At P&G, we believe that high-quality, focused market research is an indispensable tool in the successful development and marketing of our consumer products,” said Patrick Hogan, consumer research solutions manager for global business services at Cincinnati-based P&G.
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