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Date of publication: April 19, 2005

Catalogue: ESOMAR Retailing Industry Conference 2005

Company: Procter & Gamble

Author: Susanne Schlichting

Abstract:

The paper presents a business case from the baby care category. It describes how the organization of the baby care shelf according to consumer/shopper needs leads to a win-win-win for the consumer, the retailer and manufacturers. These learnings were generated using a virtual research solution. The paper will show how well respondents react to this kind of research.

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