The Key Challenge
To enable an emerging pet nutrition brand to gain a deeper understanding of its target consumers and category in order to focus strategy throughout the business on the most promising areas for growth.
The Researchcraft Approach
Sequential study covering internal stakeholders, focus groups and a large scale online quantitative validation study with over 1,500 pet owners. Culminating in a multi-dimensional segmentation of pet owners using advanced modelling techniques.
The segmentation became deeply embedded in the organisation helping it to focus on driving value with priority segments and to establish itself as clear category leader.