Johnson & Johnson has improved on its ability to target its advertising and develop brand strategies thanks to some internal initiatives (and an assist from an agency).
Christina Hoff, Johnson & Johnson manager of global strategic insights, explained that the knowledge comes from combining a research panel of 50,000 consumers with the insights it gains from the sentiments shared by mothers worldwide on BabyCenter.
"We can tell what a mom is going to do before she does [it] based on what she is searching for," said Hoff, during an i-Com presentation today in Seville, Spain.
For instance, per Hoff's stats, new moms start planning for the first birthday party when their child is 10 months old.
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