Part of CMK’s advance in consumer understanding came by way of insights from the world of design. There, ethnographic study of what consumers actually do—rather than what they say they do—is an important step to gaining a deep and holistic understanding of users. In part through the design initiative headed by P&G’s first ever vice president of design strategy and innovation, Claudia Kotchka, ethnographic research became an essential part of the P&G consumer understanding toolbox.
