Find the Holotype of Natural Cat Food Brands
Brand awareness for natural cat food is still in development phase. While the “natural ingredients” image rates highly, it falls behind competitors in health-related comparisons. As no user research has been conducted yet, client company needed to develop a holotype perception flow for future growth strategy.
Our Work
- A 3-day pre-task was carried out to discover how the food being tested was fed and the target’s image of natural food
- Through in-depth interviews with participants, feedback was collected on their attitude towards feeding their beloved cats, their image of natural food, and the product concept.
- Through home visits with participants, the location of food storage, feeding method, and cat living environment were understood.
- Using the above interview results, the core benefits and target were discussed with the client.
The Outcome
- Understood the food values of client brand users, especially the benefits of consuming natural ingredients
- Clarified the client brand’s life goal benefits and brand core benefits
- Suggested several communication approaches to acquire new users
“I have enjoyed working with Carter on every project, and I am always grateful for his help.”
– Client Voice