Exploring distinct lifestyles and attitudes among Japanese dog owners
An international pet food brand wanted to understand how dog owners’ lifestyles, feelings toward their dogs, and pet food choices differed by their purchased dog food categories. This information would help the brand to better target its products and marketing campaigns.
Our Work
- A five-day online diary study among 21 dog owners, with either mini (less than 5kg) or small-sized (less than 10kg) dogs
- Follow up online in-depth interviews with each owner, including ethnography elements
The Outcome
- Explored home environments, revealing shared characteristics among dog owners based on their dog food preferences
- COVID-19 dynamics- deepened understanding of the pandemic’s impact on the dog-owner relationship, and unveiling prevalent attitudes within the community and shedding light on how it shapes their decisions regarding dog food
- Identified unique traits of owners in specific dog food segments, including lifestyle preferences, dry food choices, attitudes towards wet food, and perspectives on treats
“Your accumulated know-how gives our insight-driven studies distinguished recommendations. We know FW operation is now going from offline to online; and your team is uniquely positioned in this transition period.”
– Client Voice