The client wanted to understand the underlying functional and emotional ‘truths’ of the moment when cat owners feed their pet, so as to determine where there might be opportunities to create innovations and interventions to advantage one of their leading brands.
What we did:
In both UK and Germany, eight participants were given a GoPro camera to place near the feeding bowl, along with a pair of ‘spyglasses’ to wear themselves, to see exactly what happened at each key step of the feeding journey.
While a few stages of the feeding routine were surprisingly unemotional and transactional, there were a number of stages with a strong emotional dimension.
Our client has used the insight from the study – in particular the parts of the feeding routine where we identified they could help add emotional pay-off and halo to the brand – to influence their product development and communications strategies.