Our client is a leading pet food manufacturer.
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.