Research Fellow, Vic Mills Society, The Procter & Gamble Co.
Bruce Lavash graduated from Ohio State in 1977 with a Bachelors in Mechanical Engineering. After getting his Masters in Mechanical Engineering, he joined Procter & Gamble's paper organization in R&D in the early 1980's and developed Puffs upgrade then soon switched to FemCare Always development. Bruce's role has always been in products research and product design – guided by consumer insights. Bruce is the leading consumer expert on P&G's global portfolio of FemCare products; his experience stretches from very upstream to commercialization, from Ohio to Europe, Africa, Asia, and to LA. In 1998, Bruce was inducted into the prestigious P&G Victor Mills Society and beyond FemCare is contributing to strategic R&D direction setting throughout P&G. He is also a passionate and sought after trainer and innovation/inspiration consultant within P&G, and sometimes outside P&G. He's now in his 36th year at P&G.
Is there a current best approach for consumer research and gleaning insights into preferences and desires and product/business opportunities? Are there tricks? Bruce will share his experiences and insights from engaging with consumers on product improvements, new-to-the-world products and surprising consumer interactions from around the world through his over thirty years of consumer research. Focus will be on paper and femcare products. Some biographical stories will be surprising and some funny - and there'll be chance to ask questions or hear more stories at the end.