Our Approach
1
First, we identified pet food’s physical attributes into characteristics most likely to be considered by pet parents, including shape, size, color, and smell.
2
Through our Curion BluePrint model, we distilled insights for each product feature.
3
Then, we developed each testing stage to focus on a different sensory characteristic.
4
Pet parents analyzed each feature’s ability to convey the desired result through numerical rating and open-ended, focused discussion.
5
By siloing pet food elements and uncovering qualitative and quantitative insights for each, we provided actionable, measurable direction forward.
Insights
- Pet parents associate quality with specific combinations of recipe elements rather than any individual feature.
- The company should prioritize sensory attributes that increase pet parents’ perception of the formula’s nutritional value and healthiness.
Results
Using our insights, the client adjusted their product R+D to reflect pet parents’ priorities and create a product that affirms their pet health goals. This newly-launched reformulated cat food recipe exceeded consumers’ expectations and reinforced the clients’ majority market share in the pet food space.
