Claudia Kotchka introduced a process for P&G's people to look for opportunities by observing how consumers behave more broadly than it had in the past. Whereas, P&G had traditionally watched how consumers used its products; Kotchka taught P&G the importance of watching how consumers performed daily activities -- such as getting ready to go to work.
Ultimately, she helped P&G develop a process based on design thinking that helped reinvent the Olay brand.
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Methodology Phase