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.
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.