VETS NOW
The Challenge:
48% of households have pets but Vets Now as a business knew very little about who owned them. They asked us to build a comprehensive and workable consumer segmentation that would help inform decision making within the business and inspire development of the brand positioning and visual guidelines for the brand.
What We Did:
Using both qualitative and quantitative insight we created 8 mind-set personas, defining their attitude to veterinary care, their key drivers of choice and key needs across different brand touch-points. We also engaged the Veterinary profession to test the consumer approach and how it might be delivered.
The Result:
This strong consumer and vet professional insight has driven the overall brand direction and planning for 2017/2018. It has helped revitalise the brand and provide a clear pet owner positioning and brand architecture encompassing new brand guidelines, toolkits and assets.
