Pet pain management brand wasn’t connecting strongly enough with veterinarians and pet owners so the brand wanted to evolve its positioning to better address their emotional needs.

We designed a “live action” workshop to create more robust profiles of the segments of both Pet Owners and Vets in three markets (GER, UK and US), bringing the segment descriptions to life.

Through this exercise, the team was able to uncover real, motivating insights for the segments, that could address the emotional needs of both Vets and Pet Owners. These insights were used to create three new positioning territories for research.

Used Indaba, our storytelling technique with our unique qual/quant hybrid approach in the 3 markets with 3 positioning concepts; resulting in 700+ stories and analysis from both Vets and Pet Owners.