Uncovering insights into the UK’s love of pets
A British pet retailer was working on a brand refresh, showcasing their deep understanding of UK pet owners. As part of this campaign, they wanted to launch a public-facing research report exploring Britain's relationship with their pets, supported by proprietary data.
Method
Along with a team of three, I conducted a bespoke quantitative survey of 2,060 pet owners across the UK, interviewed two leading experts in pet-human interaction and conducted qualitative research (vox pop videos) with 10 pet owners across England, Wales, Scotland and Northern Ireland.
Crucial Insights
We uncovered a wealth of nuanced insights into the relationships that pet owners have with their pets, including but not limited to:
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Pets offer owners deep emotional support they can’t get from anyone else - even other humans
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Owners will cut down on their expenses to ensure their pets have the same quality of life
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Pets help owners create new and strengthen existing relationships with other people
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Pets can cause tension in romantic relationships
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For additional findings and learnings, please contact: makuachukwuadimora@gmail.com
Impact
The insights fed into a thought leadership report to that went live on the client's website, and helped shape the client's 2025 strategy. The campaign generated a lot of traction and was featured in top-tier marketing media outlets in the UK.
My Learnings
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When working on research projects with multiple stakeholders with different goals, manage client communications better by making it crystal clear what the deadlines are for each stakeholder, what impacts the delays can lead to and who is responsible for communicating which updates to which stakeholder.
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It makes more sense to conduct primary research phases - like quantitative surveys and ethnography - before holding expert interviews, to ensure better synthesis of findings.
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Don't get too zoomed into the day-to-day details that you lose sight of the bigger picture. Make sure the entire team is looped into the broader goals and milestones of the research
