Deep Insights at Every Step of the Journey
A masked case study that showcases how our best-in-class methodologies guide the development of communication for a prominent brand in the petcare category.
The Challenge
The brand is seeking exploratory, foundational research that defines the psychological landscape to help identify white space and unearth strategic opportunities within the cat treat space.
The Methodology
Our patented and pioneered methodology, the Zaltman Metaphor Elicitation Technique (ZMET), allows us to go beyond the surface and illuminate the full complexity of the human mind. We leveraged our ZMET technique to deeply understand the unconscious beliefs and behaviors that impact decision-making.
Implicit Association Tests (IAT) is the best in class methodology to quantify the strength of associations between a brand and key drivers
The Impact
After six months of intensive advertising, we found a significant improvement in brand perception over the pre-rollout benchmark.
But more importantly, the characters we helped create and tested became the faces of not just Kitty Chews but also the entire line of Brand X food and treats.