Role: Global Strategy Lead

What I did:

• Coordinated recruitment and created discussion guides
• Family and dental professional in-home interviews
• Insight generation
• Directed the design and edited a 34 page magazine style findings report

Results:
The Smiles research was a new approach for the brand. The process and the output may have been a bit unorthodox for P&G, but the insights and learnings collected were far superior than the outputs from typical qualitative research.