Data Gurus

Tia Maurer is a Group Scientist at the Procter & Gamble Company. She sits with Sima Vasa to discuss data integrity, statistical significance, surveys and automation, and the shift to behavioral-based research methods. "Your analysis and insights is only as good as your quality of data and rarely is your data file 100% error free." - Tia Maurer Tia Maurer - Seasoned Product Researcher For more than 20 years, Tia has worked closely with Beauty Care products researchers. She specializes in consumer research and product development. She has designed, developed and piloted many emerging consumer research methodologies to fuel innovation and guide product development. Among the brands she's worked on are Cascade, Head & Shoulders, Herbal Essences, Olay, and Pantene. Developing a Brand Message At Procter & Gamble, they have two research groups. One focuses on consumer market knowledge, while the other focuses on products research. “Nowadays, reliable data is really critical to us and our product development… it's r