Challenge
A leading pet product manufacturer sought to understand the consumer journey of cat owners buying nutritional supplements.
The goal? Identify unmet needs, pinpoint winning claims, and inform the launch strategy for a new product in Italy and France.
How we delivered the insight edge
We used our Market Map solution, integrating innovative techniques to deliver actionable insights:
- System 1 approaches: uncovered subconscious drivers in a very functional category.
- AI-enhanced analysis: provided deeper understanding of participant responses.
- Advanced quant analytics: simulated real-life decision-making to reveal purchase motivators.
- Concept testing: benchmarked the new product against two leading competitors.
The research engaged 1,840 cat owners across Italy and France, delivering impactful outcomes.
The result?
A roadmap to confidently launch a new offering that aligns with the needs and attitudes of diverse cat owners.
- Optimised product positioning: shaped the brand’s communication and marketing plans.
- Retail and distribution insights: developed tailored plans for each market.
- Consumer-centric decision-making: identified the claims and features that resonate most with cat owners.
- Market-specific opportunities: mapped unique consumer journeys and key purchase drivers by audience segment.
