PROJECTS
CUSTOMER SEGMENTATION: PET OWNERS
Consumption
METHODOLOGIES
Ethnographic research | Qualitative research | In-depth interviews | Design thinking methodology
SECTOR
Consumption
YEAR
2022
Description
Our client faced the challenge of identifying and characterizing the different segments of owners according to their lifetime, the relationship they have with their pet, their lifestyle, as well as defining the User Journey to detect their pains and gains and their great needs.
The ultimate goal was to identify opportunities and actions levers that would allow them to activate the different consumer profiles, taking into account channels, content, messages, etc. For each identified segment/target.
4 client profiles identified
User Journey by profile with pains and gains
Messages and channels to activate by profile
“There are many things I have to do and many obligations, to top it off with another added difficulty. I want easy things to apply and effective, that is fast and that does not involve an effort or time”.
Pet owner
IDENTIFICATON
OF SEGMENTS
In-Depth interviews with dog and cat owners and veterinarians to obtain in-Depth knowledge about the owner’ target: preferences, need for information, relationship with the veterinarian, relationship with antiparasitic and drivers of use, etc.
DESIGN OF
USER JOURNEY
Design of the User Journey of each profile throughout the 4 phases: people involved in the decision making, information channels used, type of information necessary at each moment, place of acquisition, problems, decision making about the food, visits to the veterinarian, use of antiparasitic, etc..
LEVER DETECTION
OF ACTION
Detection of unmet needs in the owner’s Journey and also from the veterinarian’s point of view – detecting specific solutions in which value can be added – as well as the messages to activate per profile: channels and actions for each of the profiles of identified pet owners.
