Year 2014 was a year of brand building for a pet food producer, as it prepares to launch new brands on the market (the process is ongoing, so we cannot disclose more).
As part of a very complex research project, that included a market segmentation and a trends exploration stage, the community My dog was set-up in order to provide more in-depth understanding of one key target segment previously identified.
40 dog owners interacted with each other over the course of 2 weeks, providing more than 900 written contributions and over 300 photos.
The client had access into the households of all these dog owners, saw how they prepare and store food, how they buy food (via online diaries, that revealed inclusively how people don’t always buy what they think they buy).
The community members were also sent on real-life challenges (information safari, channel safari, shopping experiment) that allowed a deeper understanding of what really makes them tick, how they react to information and what would be essential for the positioning of the new brand.