Solved!
Gained cat household insights busting market dynamic myths, specifying major cat toy sales potential
Objective
Define cat toy market size and potential to claim corporate resource allocations from traditional categories
Background
Pet store sales comprised by 80% dog related purchases; cat households viewed as cheap, not wanting to spend money on feline pets. Category shortcomings included limited target customer experience, low interest to invest, and product development shortcuts, including sizing down dog toys.
Plan
Engage with cat households via social media for primary research, including focus groups, questionnaires, product brainstorming, and test product feedback.
Results
- Cat toy market and landscape defined, demonstrating sizeable share growth opportunity
- All primary research conducted via social channels, defining category with no investment
- Bonus brand alliance with TV influencer, fast-tracking product development and exclusive branding
