Challenge: A pet retailer had identified two main consumer segments through a quantitative segmentation survey but lacked the insights and color that made these segments more about people and less about numbers.
Approach: In order to get an intimate introduction to consumers and their pets, we started with an online bulletin board that included ample photo and video upload opportunities. We then used a multi-pronged remote interview approach to uncover pet owners’ shopping habits, both in-person via a remote shop along and online using a “webalong” with screen recording.
Result: Through 20 online interviews, we were able to gain a well rounded view of each segment, diving into topics such as health and wellness, food choices, free time activities, and shopping. Having the segments come alive enabled internal teams to make clearer marketing, product development, and brand decisions.