Why Procter & Gamble?
When considering companies for my marketing research project, Procter & Gamble (P&G) stood out because of its established reputation for creating household products that simplify everyday life. With recognizable brands such as Tide, Dawn, Pampers, and Swiffer, P&G has built its identity around quality, convenience, and innovation. The company emphasizes delivering products that meet consumers’ everyday cleaning, health, and hygiene needs (Procter & Gamble, n.d.).
I selected P&G because I believe there is an opportunity to expand its commitment to convenience by addressing accessibility. Consumers expect P&G products to be reliable, effective, and easy to use. However, products designed for the average consumer do not always accommodate individuals with limited mobility, reduced grip strength, or other physical challenges.
Introducing Tide OneTouch: Accessible Laundry Made Simple
My proposed product is Tide OneTouch, a countertop automatic liquid laundry detergent dispenser designed to simplify the process of measuring and dispensing detergent.
The dispenser would feature a large, easy-to-press button, adjustable detergent measurements, a stable nonslip base, and a lightweight, refillable reservoir. Its design would allow consumers to dispense the appropriate amount of detergent with minimal hand strength or coordination.
Traditional detergent containers can be difficult to lift, grip, open, or pour. Tide OneTouch would address these challenges while also reducing spills and detergent waste. Unlike washing machines with built-in automatic dispensers, this standalone product could be used with existing washing machines.
The goal is not simply to create another convenient household gadget but to develop a product that promotes independence and accessibility without sacrificing the quality consumers associate with Tide.
Understanding the Target Audience
The primary target audience would include adults with physical disabilities, older individuals experiencing reduced mobility or dexterity, and consumers seeking easier household routines. Busy parents and caregivers could represent an additional market segment.
According to the Centers for Disease Control and Prevention (2026), more than one in four American adults has a disability. Additionally, the U.S. Census Bureau (2026) reported that the population aged 65 and older increased by approximately 16.2% between 2020 and 2025. These statistics suggest a substantial potential audience for accessible household products.
However, these population figures do not automatically translate into product demand. Research would need to identify how many consumers experience difficulties handling detergent, what products they currently use, and whether they would purchase an alternative.
Research Objectives and Competitive Analysis
Before recommending a product launch, my research would focus on four objectives:
- Identify consumer needs: Determine which laundry-related tasks create the greatest accessibility challenges.
- Evaluate product appeal: Measure consumer interest in Tide OneTouch and identify the most valuable features.
- Assess purchasing behavior: Understand acceptable pricing, purchasing preferences, and factors influencing brand trust.
- Analyze competition: Compare existing detergent packaging, laundry pods, and automatic dispensing technologies.
Competition would include traditional detergent products and alternatives such as Samsung washing machines equipped with automatic dispensing systems (Samsung, 2026). Research would compare competitor pricing, accessibility, product features, distribution, marketing strategies, and available sales performance data.
External considerations would include household budgets, manufacturing costs, environmental concerns associated with plastic packaging, technological reliability, and applicable consumer product safety requirements.
Proposed Research Design
I would use a mixed-methods research design combining secondary research with qualitative and quantitative primary research.
Secondary research would include industry reports, government population statistics, competitor websites, product reviews, and consumer purchasing trends. This information would help estimate market size, identify competing solutions, and understand external influences.
For qualitative research, I would conduct interviews and small focus groups with individuals experiencing mobility or dexterity limitations, older adults, and caregivers. Participants would evaluate a prototype and provide feedback about its functionality, accessibility, and overall usefulness.
Quantitative research would involve an online survey of approximately 300 U.S. consumers across the target segments. Survey questions would measure current laundry habits, product interest, feature preferences, and willingness to pay. Participants would also compare Tide OneTouch with their existing detergent solutions.
Together, these findings would help determine whether the product meets a meaningful consumer need and whether sufficient demand exists to justify a U.S. launch.
Final Thoughts
Innovation does not always mean creating something entirely new. Sometimes, it means making something people already use more accessible. Tide OneTouch could allow P&G to strengthen its reputation for convenience while reaching consumers whose everyday challenges are often overlooked. Through thoughtful marketing research, the company could determine whether this concept offers both meaningful consumer benefits and a sustainable business opportunity.
References
Centers for Disease Control and Prevention. (2026, May 5). Disability impacts all of us infographic. https://www.cdc.gov/disability-and-health/articles-documents/disability-impacts-all-of-us-infographic.html
Procter & Gamble. (n.d.). Our brands. https://us.pg.com/brands/
Samsung. (2026). Use the auto dispenser on your Samsung washing machine. https://www.samsung.com/us/support/answer/ANS10001023/
U.S. Census Bureau. (2026). Populations in all age groups growing in the South, driven by outlying counties in metro areas. https://www.census.gov/newsroom/press-releases/2026/vintage-2025-pop-estimates.html
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