The Key Challenge
To enable an emerging pet nutrition brand to gain a deeper understanding of its target consumers and category in order focus strategy throughout the business on the most promising areas for growth.
The Researchcraft Approach
Sequential study covering internal stakeholders, focus groups with a wide range of pet owners and a large scale online quantitative validation study. Culminated in a multi-dimensional segmentation of pet owners using advanced modelling techniques.
The Outcome
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.