Carol K. Berning



Carol spent her 34-year career developing and applying breakthrough consumer understanding methods at Procter & Gamble. She was recognized as P&G’s expert in qualitative consumer understanding via appointment to the prestigious Victor Mills Society and other awards. Her work to establish ethnographic methods within the company as well as to build expertise in areas such as habit formation, consumption, value reframing and new-to-the-world products is widely recognized. Carol is a highly rated trainer across geographies on consumer behavior, research methods and organizational topics.

Consulting Expertise

  • Habit Formation – Creating consumers habits relative to your product/category
  • Increasing Consumption – Build business via increasing use of your product/category
  • Ethnographic/In-Context Consumer Research – Design, execute and analyze consumer ethnographic research to obtain deep insights
  • Qualitative Consumer Research & Understanding – Breakthrough methods to help consumers reveal their true reactions, perceptions and understanding in your area
  • Qualitative Consumer Research Training – Build skills among researchers to conduct deeper consumer understanding research and teach how to get deeper insights from consumers
  • Concept Development – Lead process to identify most appealing positioning for new or improved products/ideas


Present Breakthrough Consumer Understanding Developer, The Cincinnati Consulting Consortium
1998-2008 Research Fellow, Victor Mills Society, Procter & Gamble
1992-1998 Research Fellow, Procter & Gamble
1989-1992 Associate Director, R&D Procter & Gamble
1982-1989 Section Head, R&D Procter & Gamble
1977-1982 Group Leader/Senior Scientist, Procter & Gamble
1974-1977 Consumer Research Specialist/Psychometrician – Procter & Gamble


  • Member, Association for Consumer Research
  • Speaker, Marketing Science Institute


PhD, Consumer Psychology, Purdue University
MS, Consumer Psychology, Purdue University
BS, Math and Statistics, Purdue University