Data Gurus


Tia Maurer – Data and New Product Innovation | Ep 022

Tia Maurer Data and New Product Innovation

Tia Maurer is a Group Scientist at the Procter & Gamble Company. She sits with Sima Vasa to discuss data integrity, statistical significance, surveys and automation, and the shift to behavioral-based research methods.

“Your analysis and insights is only as good as your quality of data and rarely is your data file 100% error free.” – Tia Maurer

Tia Maurer – Seasoned Product Researcher

For more than 20 years, Tia has worked closely with Beauty Care products researchers. She specializes in consumer research and product development.

She has designed, developed and piloted many emerging consumer research methodologies to fuel innovation and guide product development. Among the brands she’s worked on are Cascade, Head & Shoulders, Herbal Essences, Olay, and Pantene.

Developing a Brand Message

At Procter & Gamble, they have two research groups. One focuses on consumer market knowledge, while the other focuses on products research.

“Nowadays, reliable data is really critical to us and our product development… it’s really imperative to confirm the accuracy of our data file before we’re really commencing analysis.” – Tia Maurer

Part of Tia’s job is to translate the needs of the consumers into the technical requirements of the brand. She helps ensure that the products reflect the kind of messaging they need to market.

P & G Data Collection

Their researchers primarily use two types of data, and one of which is consumer testing data. They conduct surveys on various global platforms as well as gather input from comments and testimonials.

“I think there has been a shift in more behavioral research…The reason is really simple. We’re learning that what people say and what they do don’t always match.” – Tia Maurer

According to Tia, the length of time it takes to launch a brand depends on the product and the company’s mission. One project they had, for example, took them five years to launch.

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