A pet supplies and accessories brand was looking to innovate and increase its product offerings into new spaces. This brand was uncertain if innovation should remain within their current product categories or if they could branch into new areas. Ultimately this brand wanted to start to create a 5-year innovation pipeline.
Southpaw Insights recruited dog parents to participate in a 5-day online discussion with a variety of tasks to uncover need states when it comes to their furry friends. Photo uploads, video responses, and projective techniques were part of daily activities.
Four over-arching need states were uncovered encompassing nine opportunities areas that then headed to quantitative testing. These need states helped open the organization to new ways to view dog and dog parent outings and where the brand can develop and evolve.
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