Relationship Background

A client with whom we had collaborated many times in their former company, contacted us after moving to a new role in the dog and cat food sector. With category experience and a love for talking to pet owners, the client trusted us to take on the challenge.

How Launchpad helped a pet food manufacturer get under the skin of cat and dog owners to draw deep and meaningful insights into their relationships with pets to better understand feeding and nutritional needs.

The Challenge

Our client wanted to understand owners emotions, attitudes and perceptions of the animal feeding process for both cats and dogs, to support and guide their product innovation pipeline.

The Solution

20 cat and 20 dog owners were recruited to take part in an ethnography study, involving multiple activities such as keeping feeding/treat diaries, filming VLOGS during the preparation and feeding processes, in-depth in-home interviews, and even accompanying dog-walks.

The diaries and VLOGS enabled assessment of behaviours prior to the depth interviews, to identify key areas of exploration to identify opportunities and unmet needs.

The Outcome

Our client was delighted with the insights that we generated, covering needs states, unmet needs, packaging formats and new petfood ideas, which were taken forward for internal review and feasibility testing as part of their innovation pipeline review.