Healthcare and Pharmaceuticals
Care and feeding habits among dog and cat owners
Every project we run is covered by confidentiality agreements. That is why this page describes the method, scope and deliverables, but does not identify the client, brand, product or date.
Challenge
A company in the pet care and pet food segment needed to hear directly from dog and cat owners in order to understand their experiences and perceptions around caring for their animals.
The challenge was to represent different owner profiles, covering cat owners, small dog owners and large dog owners, while ensuring diversity of age and gender among participants.
The research also had to be objective and dynamic, with short interviews capable of capturing participants perceptions spontaneously and directly, using short-form video as the collection method.
Methodology applied
- Recruitment of pet owners in Colombia, according to the profile criteria and quotas established
- 10 participants: 4 cat owners, 3 small dog owners and 3 large dog owners
- Participants distributed across three age brackets: 18 to 34, 35 to 54 and 55 to 75
- Gender composition of 35% male and 65% female
- Interviews in short-form video format, lasting approximately 10 minutes
- Development of a screener to ensure participants matched the defined criteria
- Project management, recruitment and incentives as part of the field operation