The fastest-growing premium pet food brand in North America aimed to deepen its understanding of current users and potential customers to optimize its package messaging. This knowledge was crucial for shaping strategies to encourage product trials. By comprehensively understanding pet parents’ values and behaviors, the Pet Food company sought to refine its communication strategies and better connect with its audience.
To achieve these goals, SIVO Inc. conducted a multi-method qualitative research study over a 5-day period using an online board and in-depth interviews. These methods involved engaging with targeted pet parents to gather detailed insights into their values and pet food purchasing behaviors. The research was designed to map out the consumer journey and capture rich pet parent narratives, providing a thorough understanding of how they select and switch pet food brands.
Participants were engaged in up to 30 minutes of activity per day, including posting up to three videos. This interactive approach allowed SIVO to gather authentic, real-time feedback and observations from pet parents as they navigated their daily pet food routines.
In addition to the virtual board, 45-minute webcam interviews were conducted over two days. These in-depth discussions provided a deeper dive into the motivations, emotions, and behaviors behind pet parents’ choices. The interviews explored how pet parents demonstrate love for their pets through food, the values they hold regarding pet nutrition, and how they align these values with brand choices.
The research revealed a wide range of emotions behind pet parents’ beliefs about pet nutrition. It also provided insights into their perceptions of different pet food brands and their overall journey in selecting pet food. This storytelling aspect brought to life the genuine experiences and sentiments of pet parents, highlighting the deep connection they have with their pets’ well-being.
SIVO Insights created a detailed Consumer Journey Map, illustrating how pet owners choose pet food, what factors are important to them, and how they navigate the available choices. This map showcased the various touch points and decision-making processes pet parents go through, from initial consideration to final purchase.
The videos collected during the virtual board sessions provided rich narratives from pet parents, offering a vivid understanding of different viewpoints on pet nutrition. These narratives were instrumental in uncovering the diverse ways pet parents approach feeding their pets and the underlying motivations for their choices.
The insights gained from this qualitative exploration had a significant impact on the fast growing Pet Food Company’s communication strategies and packaging design.
1. Informed Communication Decisions: The research highlighted key motivators for brand switching and the behaviors and attitudes associated with product discovery. This information was crucial for crafting targeted and effective communication strategies.
2. Optimized Packaging Communication: The packaging was fully optimized to highlight the brand story and quality cues more effectively. By emphasizing these elements, Open Farm could better convey its unique value proposition to potential customers.
3. Identified Educational Opportunities: The study identified opportunities to educate, invite, and engage prospects, paving the way for more meaningful interactions with potential pet food customers.
4. Creative Trial Encouragement: SIVO proposed innovative ways to encourage product trials, helping the Pet Food Company to attract new customers and foster brand loyalty.