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Maintaining Category Leadership

The Challenge

Helping a leading pet food brand understand the potential for adding an ancestral food to their portfolio.

With new trends and knowledge impacting how and what people feed their pets, our client wanted to better understand what were the core drivers and motivations for considering to switch to ancestral pet food. More specifically, what offerings were resonating and what was driving people to try it.

 

The Approach

 

To understand the role the brand can play in addressing the emerging opportunity space of ancestral pet food, we undertook a deep dive with European cat and dog owners, keen to explore how it is defined, perceived and responded to. We explored all the different elements, components and criteria they associate with the category, along with their key considerations when contemplating trial or switch.

We mapped their journeys with ancestral foods (beliefs, attitudes and behaviours, influences and influencers) and dove deep into their motivations behind exploring the category. We also explored their perceptions, considerations and experiences of existing brands within the ancestral landscape to identify opportunity spaces.

The Impact

The Sound worked to inspire the brand’s innovation pipeline by exploring European cat and dog owner’s beliefs, attitudes and behaviours towards ancestral foods and their underlying motivations behind trialling and switching.

Finally, we mapped the drivers and motivations for owners of both species, getting a clear picture of the nuances between dogs and cats, and how the brand can leverage these nuances to drive product relevancy.

Exploring Creative Territories for the dogs in our lives

We helped a leading pet food brand explore reactions to creative territories for their dog treat product to help change people’s perspectives of the brand and drive significant growth.

Uncovering Drivers to Pet Food Purchases

Understanding cat food decision making journeys to help a leading pet food brand create effective recruitment, retention and return strategies.

Exploring A New Digital Wallet Concept

Exploring people’s reactions to a new shopping concept, and associated needs and barriers with data sharing and personalized online shopping, to inform future concept development.

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The Sound believes in sharing knowledge. If you’d like to stay up to date with our reports on people, culture and brands and be able to watch our documentaries (and even be invited to an event or two) then simply subscribe below. 

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The Sound believes in sharing knowledge. If you’d like to stay up to date with our reports on people, culture and brands and be able to watch our documentaries (and even be invited to an event or two) then simply subscribe below.

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The Sound Research USA Inc.
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Chicago, IL 60654
United States

Tel: +1 312 265 1775
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45 Fitzroy Street, Fitzrovia
London W1T 6EB
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Tel: +44 20 4600 0636
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Vancouver, BC V6A 2T2
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