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IMPROVING INNOVATION PIPELINE THROUGH CONSUMER UNDERSTANDING

Updated: Aug 6



THE CHALLENGE

A client wanted to understand owners emotions, attitudes and perceptions of the feeding process of cats & dogs to support their packaging and product innovation pipeline.


THE SOLUTION

20 cat & dog owners were recruited and requested to keep a feeding diary for 1 week, film a video selfie capturing the feeding process, and participate in an in-home interview. The diaries & video selfies enabling observations of true behaviours of pets and owners to be assessed prior to an in-home visit. In-home visits were conducted to unearth deeper insights surrounding their behaviour, identify opportunities, and unmet needs.


THE OUTCOME Several ideas for product development and new packaging formats were revealed. The winning ideas were taken forward into the 2019/2020 innovation pipeline for internal review & feasibility testing.


#petcare #video #selfies #diary #inhome #visit #product #development #NPD #innovation #cat #dog #food #depth #interviews

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