However, when P&G started using the Internet to do its market research, its research time was reduced to 3 years and a half. This was the case for the Whitestrips, the teeth whitening product. It was very fast for P&G to get the sales of the Whitestrips to reach $200 million a year. This happened a lot faster than for other products.
P&G achieved this because in September 2000, thew out the old marketing research method and decided to launch the Whitestrips on the Internet on its P&G website. The company spent a few months analyzing the website's traffic and looking at the responses collected from questionnaires.This was a lot faster than the old mail-out method. The data collected from the Internet, revealed that teenage girls, brides-to-be, and young Hispanic Americans were vey interested in the Whitestrips. Consequently, the company decided to target these segments. The Internet created a brand awareness of 35% even before the product was available in stores. The buzz online created a large demand before the product hit shelves. The Internet changed the way that market research and market segmentation is done.
Turban, Efraim, and David King.Introduction to e-commerce. Upper Saddle River, N.J.: Prentice Hall, 2003. Print.