Cincinnati, Ohio--Procter & Gamble on Monday announced software analytics company PlanetFeedback, a division of Intelliseek, will handle online consumer feedback for its Tide brand. PlanetFeedback's BrandPulse 360 gives Tide brand managers a way to access customer feedback in real time online. BrandPulse 360 collects feedback not only from its Web site, but through e-mail, telephone, fax and external Internet discussions as well, and then organizes and consolidates the information into a single report. P&G has been testing the product since January. Pete Blackshaw, co-chair and chief marketing officer of PlanetFeedback, said, "When consumers are talking in online discussion groups, you get the unvarnished truth."