Segment and Personalize Pet Parents

A pet supply brand and its agency sought to identify key consumer segments in the online pet supply market and understand how to more effectively connect with them. The initiative aimed to inform rebranding efforts, guide marketing strategy, and support product development tailored to high-value audiences.

Approach

W5 conducted a two-phased research initiative. The first phase was a quantitative segmentation survey with U.S. pet owners, profiling behaviors, preferences, and media habits. In the second phase, consumers from two key segments participated in a three-day online discussion followed by live interviews with six participants. This qualitative research explored personal values, pet care habits, and shopping behaviors, culminating in development of Personas to make the segments actionable for the clients’ strategy

Results

Research findings revealed that one target segment see their pets as family, seek out premium products, and engage deeply with pet health resources, while another key segment is highly engaged but cost conscious, looking for guidance in pet care decisions. While the segmentation defined and characterized the segments, the Personas humanized the insights, providing relatable consumer profiles to inform marketing and messaging. These insights are now shaping the client’s consumer outreach, product marketing, and brand communications.