SEGMENTING GLOBAL PET OWNERS FOR BRAND ALIGNMENT

The CHALLENGE

A global pet care client aimed to identify pet owner segments spanning across more than 20 countries. The company sought to align these target segments across their portfolio of brands, based on pet care motivations, using a global-local-global model. In addition, the study needed to include a comprehensive analysis of feeding, treating, and general pet care.

The APPROACH

Our team provided a broad spectrum of robust support, including central project management, data analysis, segmentation solution development, and reporting for each country. We utilized a custom approach to fielding on a country-by-country basis, managing relationships with field partners across EMEA (Europe, the Middle East, and Africa), NA (North America), LATAM (Latin America), and APAC (Asia-Pacific). This involved using mixed-mode methods, including online panel and in-person data collection. Additionally, in-country localization was implemented during the design phase, throughout both questionnaire development and fielding efforts. ​

The OUTCOME

Through our work, we were able to set the foundation for the client’s brand portfolio strategy. Aligning strategy on an international basis enabled local leadership to flex to the needs of the in-country pet care consumer for more successful, comprehensive brand campaigns.