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Frustrations into Innovations

Monday, August 15, 2011 2:30 pm EDT

Bruce Brown, P&G Chief Technology Officer, sits down with reporter Victoria Ho from the Business Times in Singapore to talk about the importance of innovation at P&G and how consumers play a major role.

At P&G, innovation starts with a deep consumer insight. This requires listening and observing a consumer as they experience a product. According to Brown, innovations can even "come out of understanding people's frustrations." Frustration is another powerful way for a consumer to articulate what would improve the value they get from using P&G brands. These insights can lead to some of our greatest innovations.

Check out the rest of the article in the Business Times….