Our client is a leading pet food manufacturer.

Due to agreements in place we are unable to include the name of the brand featured in this case study.

Our project goal was to help our client to gain an understanding of their customers’ behaviour and motivations, and finding out which were the most important factors were when it came to the purchase of pet food.

This research could then go on to inform the role of digital marketing in the customer purchase journey.

Customer analysis through surveys and interviews

Our approach involved giving surveys to five main customers groups that we helped identify as beneficiary to insight research.

We garnered opinions by speaking to pet owners and visiting dog shows, shop owners, vets and breeders in order to gain perspective into what is considered important about the pet food purchase process.

After surveys were distributed and returned, we also conducted telephone interviews with selected participants that agreed to calls after completing a survey. This provided the contextual research needed in order to understand customer behaviour.

The report is fantastic! A great piece of work.

Discovering beliefs and behaviours of target audiences

Amongst discovering that the opinions of breeders and vets are incredibly influential on the purchase decisions of pet owners, our research also uncovered a number of findings and insights that were deemed useful for our client going forwards.

This information was collated into a research document with a focus on how to utilise these insights when creating a digital marketing strategy. This was then submitted to the client.

Results

This research allowed our client to build upon their existing knowledge about vets, breeders and pet owners.

This user research helps our client make marketing decisions based on a knowledge of what their users want, with a statistical backing that helps these decisions come from an objective standpoint.

With a focus on customer behaviour and preferences, their digital marketing is likely to be more efficient than ever.