Procter & Gamble (P&G) is launching two Web sites aimed at creating online communities where the consumer-products-titan can learn more about its customers and market to them. One site will be celebrity- and fan-club driven, tied to P&G's decades-old People's Choice Awards, and the other one is Capessa, a women-oriented site produced by P&G for the Health section of Yahoo.
The sites will not be about promoting specific brands, but instead, about market research. Both sites will act as continuing focus-group-type environments where P&G can learn more about its target audience's likes and dislikes and what consumers in different stages of life care about.
Source: Wall Street Journal
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