The Procter & Gamble Co. is leveraging predictive analytics in an effort to gain a complete view of customer attitudes and preferences about its products.

The CPG company is using Chicago-based SPSS Inc.’s Predictive Analytics Software (PASW) to gather and analyze direct consumer feedback to improve its marketing research and brand evaluation.

“At P&G, we believe that high-quality, focused market research is an indispensable tool in the successful development and marketing of our consumer products,” said Patrick Hogan, consumer research solutions manager for global business services at Cincinnati-based P&G. “SPSS Predictive Analytics Software is instrumental in our understanding of how consumers think about and interact with our products, how they make purchase decisions, and how they respond to new ideas.”

P&G uses PASW Data Collection software to manage the entire research lifecycle by authoring and conducting surveys, and then sending feedback to analysts for improving process efficiencies. PASW Data Collection was designed to provide an open, scalable and customizable solution for multi-channel survey research and reporting needs.

“SPSS Predictive Analytics Software has enabled P&G to improve on and execute our research with consistent standards, quality and comparability across the globe,” said Hogan. “Using Predictive Analytics Software, our organization has made strides in effectively promoting brands, resulting in considerable savings to our organization and value to our consumer.”