making a brand recommendation claim for pet calming supplements
Case Studies
The Brief
To establish a recommendation claim among veterinarians for the client’s companion animal calming supplement product. This included measuring brand awareness, usage and recommendation.
To establish a recommendation claim among veterinarians for the client’s companion animal calming supplement product. This included measuring brand awareness, usage and recommendation.
The approach
A CATI methodology was used, surveying 150 veterinarians who recommend calming supplements to treat behavioural concerns in companion animals.
CATI was recommended as the most effective way to reach the target audience, manage quotas, and ensure the survey sample reflected the profile of the companion animal veterinary sector.
A CATI methodology was used, surveying 150 veterinarians who recommend calming supplements to treat behavioural concerns in companion animals.
CATI was recommended as the most effective way to reach the target audience, manage quotas, and ensure the survey sample reflected the profile of the companion animal veterinary sector.
The challenge
The pet calming supplement category includes a range of edible, wearable, pheromone and medicated products that can be used to calm pets and treat animal behavioural issues, primarily cats and dogs.
Accordingly, the challenge was to define the relevant competitor set. Informed by desk research, we developed a list of brands to include in questions relating to brand awareness and recommendation.
The pet calming supplement category includes a range of edible, wearable, pheromone and medicated products that can be used to calm pets and treat animal behavioural issues, primarily cats and dogs.
Accordingly, the challenge was to define the relevant competitor set. Informed by desk research, we developed a list of brands to include in questions relating to brand awareness and recommendation.
The insight
The research revealed that the client’s product was the most recommended calming supplement brand for companion animals, and highlighted opportunities for leveraging this claim to increase recommendations and grow market share.
Strategies to overcome barriers to recommendation were identified such as providing clinical data to support product effectiveness claims.
The research revealed that the client’s product was the most recommended calming supplement brand for companion animals, and highlighted opportunities for leveraging this claim to increase recommendations and grow market share.
Strategies to overcome barriers to recommendation were identified such as providing clinical data to support product effectiveness claims.
The outcome
The insights have informed the consumer sales strategy and new website, with the product now available in leading pet retailers.
The claim that the product is the most recommended calming supplement by vets has also been leveraged in sales and marketing collateral.
The insights have informed the consumer sales strategy and new website, with the product now available in leading pet retailers.
The claim that the product is the most recommended calming supplement by vets has also been leveraged in sales and marketing collateral.
