Quality of Life That's Made to Measure

CHALLENGEIt’s not enough to simply hear that P&G products improve consumers’ lives—we’re obsessed with proving that they actually do.

The question is: How do we actually quantify an improvement in quality of life? After all, the term itself is subjective, and subjective data is difficult to measure in terms of analytics.

SOLUTIONP&G R&D experts spent years developing the Farage Quality of Life (FQoL™) instrument, a first-of-its-kind tool that measures the impact a product has on the quality of a consumer’s life—a person’s perception of their position in life in the context of their culture and values. We wanted the tool to be as scientifically rigorous as possible, so it was developed in partnership with more than a dozen experts, both inside and outside of P&G, across 4 research centers in Asia, Europe, Latin America, and the U.S. Importantly, the tool abides by guidelines set by global health organizations (such as the U.S. Food and Drug Administration and the World Health Organization), which helps ensure accuracy and reliability.
For the last decade, the FQoL has had a global impact on the consumer product goods industry—it has even been translated into 8 different languages and tested in diverse groups of people around the world. The tool has been referenced in over a dozen academic studies, including a 2020 study of Australian women, where the FQoL was used to prove that the superior formula of the Olay Power Duo skincare regimen not only improved skin, but significantly improved the well-being of women by strengthening their confidence and self-competence.