For pet owners seeking therapeutic food, purchasing decisions are often strongly influenced by vet’s recommendation and brand switching is often a distress decision. While the opportunities to influence brand choice online are limited, the right touchpoints can be highly impactful. Our client wanted to understand which elements of online content were most effective in influencing brand choice, to refine their content strategy.
Collaborative analysis
Partnering with our colleagues at STRAT7 Incite, we ran analysis on an existing quantitative project, followed by a collaborative online workshop to clearly define the key hypotheses and shape the qualitative phase.
Market exploration
We pre-tasked 16 pet owners in each market to a lightly guided online shopping journey, which they recorded and shared with us. This was followed by 60-minute accompanied browsing sessions to explore and probe their behaviours in real-time.
Actionable insights
Results were shared in a separate workshop with stakeholders across multiple teams, where we presented learnings and clear guidelines for the client’s content and brand teams to optimise their online presence.
Many thanks for all your passion and engagement in this project. It has been a real pleasure working with you.”
Senior Brand Manager
