Colgate-Palmolive Evaluation of Current Research Techniques Used.

Colgate-Palmolive

Evaluation of current research techniques used.

The stated goal of the chairman of Colgate-Palmolive (CP) is to remain "deeply committed to advancing technology which can address changing consumer needs throughout the world." The CP message states: "Our goal is to…create products that will continue to improve the quality of life for our consumers wherever they live." Colgate Palmolive: Business English Materials.com: ESL Lessons)

To that end, Colgate-Palmolive positions its toothbrush and toothpastes to consumers who are concerned about gum disease and oral hygiene, stressing that their products are specialized to prevent oral disease; the brunt of their research focuses around that.

Another selling position -- and this we see often repeated as per their marketing appeal - is the sparkling smile that their products will help people achieve. Research, simultaneously, devolves around ways to make teeth 'sparkling white' and we catch this stance from the branding of their products from toothpastes that are supposed "to keep your smile bright, beautiful and healthy" (Colgate: World of Care; online) to the way that toothbrushes are designed so that they 'whiten' the teeth. In this way, they appeal to consumers' subliminal motives that 'white teeth / bright smile' equates beauty and, in turn, equates acquisition of that sought-after job, date, or deal (Ouellet, 2009).

Colgate also conducts a vast amount of research on issues peripheral to oral health as long as it were in some way related, For instance, Colgate also positions product as relevant to health as in 'Healthy mouth, healthier body' associating oral disease with diabetes, stroke, heart disease, arthritis, and other negative conditions (Colgate Total: online), and conduct surveys the world over (as, for instance, one survey conducted in India and quoted in their newsletter) to indicate the association of oral health with general health.

All of its research is done, as far as possible on existing data and / on human subjects. As the company takes care to emphasize on its site "animal testing is conducted only when all other options have been exhausted" (Our company, sustainability. Concern for animal welfare). Animal research is suspended in the adult personal Care Products category but is, otherwise, conducted with strict regulations in outside laboratories under Colgate supervision on a minimum number of animals.

Colgate-Palmolive also runs fellowships and provides scholarships to support scholarly research in nutrition and oral health / dental education.

As regards feedback regarding its products so that it will know how to improve them in the future, CP has Consumer Affairs Departments in more than 55 countries and these serve as the company's connection with consumers. Here, consumer opinions, concerns, and inquiries are analyzed and assessed to see whether CP can improve its products and remain aware of the market's current requirements and preferences. Many of the Consumer Departments also use surveys and other means of gauging consumer satisfaction.

Colgate's Consumer Insights Department conducts active market research and trend analysis in order to identify consumer preferences and to forecast the future so that they can meet consumers' demands (our Company: Consumers.). This active market research is targeted to all ages and all populations. A Feedback Questionnaire, for instance, found on http://www.brightsmilesbrightfutures.co.uk/teachers_feedback1.aspx is addressed to teachers of young children and stylized in a manner that is apt to appeal to them tends to find out the brands of toothpastes that their pupils would use and ways that Colgate can appeal to them. One of the questions, for instance, asks:

How many pupils have been taught using the Colgate Bright Smiles, Bright Futures programme this academic year?

Another: In what formats do you prefer to receive Colgate resources?

A further example of a survey is found in the SmileTalk e-newsletter (http://www.colgate.com/app/Colgate/U.S./OC/SmileTalk/CurrentIssue/One11/Survey.cvsp?cid=US_ENewsletter_SmileTalk_One11) where Colgate asks the members of 'our community' for feedback. Colgate uses tools such as the SmileTalk e-newsletter and games and children's activities to not only forge loyalty with its customers, and to attract clients, but also to solicit response.

As per evaluation of its own company's performance, Colgate has set for itself critically defined goals and, in order to ensure that it meets these goals, scores its performance according to Key performance indicators (KPI), which are critical indicators of its objectified success. These KPI are used to gauge its management's and company's performance.

II. Your recommendations for feedback and evaluation strategies.

Colgate tries extremely hard to improve its performance and meet its consumers' preferences. Its work in this area is remarkable and, no doubt, constitutes one of the factors that results in its success.

All of its strategies are equally promising, although it seems to me that its online and offline surveys and similar research methods would be more productive than its newsletter. The problem with surveys, however, includes the fact that responses may be biased, erroneous (due to fatigue, rush to complete survey, elements of mood etc.), intentionally dishonest / misleading, and unintentionally dishonest since people are not always aware of their true intentions and motives. Most productive, therefore, may be Colgate's initiative in funding related scholarly research. Here, individuals, outside of the Colgate community and, therefore, likely more objective conduct research using a variety of methods.