The challenge
A global leader in pet nutrition sought to improve the packaging for its veterinary prescription diets. The challenge was to design packaging that served two distinct functions: conveying clinical credibility to veterinary professionals while also providing emotional reassurance and clarity to pet owners. To address this complex multi-stakeholder ecosystem, we implemented a robust mixed-method research approach.
What we did
We conducted in-depth interviews with vets and vet nurses to understand their professional needs and how they used and perceived packaging in a clinical setting. This was followed by a three-day online community with pet owners, allowing us to gather dynamic, real-time feedback and allowed us to explore the role of packaging from the consumer's perspective, uncovering their unmet needs and emotional drivers.
The impact of the research
This comprehensive approach allowed us to capture a balance of expert opinions and consumer experiences. The insights provided a clear direction for optimising the design, ensuring that the final packaging strategy would align clinical credibility for veterinary professionals with emotional reassurance for pet owners, and enhancing its visibility and impact across both target groups.
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