AnimAll research that showed the brand where to grow
In brief
AnimAll is a Ukrainian pet products brand with a broad range: food, litter, accessories, veterinary products and grooming supplies. Before changing the look or launching ads, we found out how shoppers really see the brand, why they choose it or pass it by — and where the growth opportunities are.
Key points
1,028
respondents in two target groups showed that loyal customers and the rest of the market see AnimAll very differently. That gap is where the growth opportunities lie.
Request
Understand how shoppers perceive AnimAll — and find growth opportunities backed by data.
Perception
How well the brand is known and what it’s associated with — across Ukraine and in different age groups.
Choice
Why shoppers choose AnimAll or pass it by — and what keeps them from buying more often.
Growth
Where the reserves are — in product, communication, packaging and repeat purchases.
Research you can trust — and put to work
- 01 An honest picture
Survey only your own customers, and the brand will look better than the market sees it.
Two target groups — a broad audience of pet owners and current customers — compared on every metric.
- 02 The “why” behind the “what”
Numbers show behavior but don’t explain motives.
We started with in-depth interviews to understand motives, then tested those insights with a quantitative survey. That way every conclusion rests on both the “why” and the “how many.”
- 03 Built for action
Research that ends up in a drawer changes nothing.
We turned every conclusion into a specific, prioritized action: what to change in positioning, which products to strengthen, what the packaging should become and where to talk to the shopper.
Respondent profile
Two target groups, two views of the brand
AgeHidden
Pet ownersHidden
CitiesHidden
What we measured
17 metrics across two studies — from brand awareness to attitudes toward Ukrainian manufacturers
- Overall brand awareness Client data
- Awareness by age group Client data
- Awareness by region Client data
- Unaided product awareness Client data
- Aided product awareness Client data
- Purchase frequency Client data
- Conversion: from awareness to purchase Client data
- Quality rating Client data
- Professional or mass market Client data
- Packaging Client data
- Brand associations Client data
- Leading brands in 4 categories Client data
- Switching pet food brands Client data
- Who recommends food and vet products Client data
- Choice criteria Client data
- Pet product advertising Client data
- Attitudes toward Ukrainian manufacturers Client data
What we found
The research showed where the brand’s growth reserve lies
- 01
Brand perception
We compared how loyal customers and the wider market see the brand, and identified what will help new shoppers see it the same way.
- 02
Categories
We assessed how the brand performs in each category and found those with the greatest potential.
- 03
Circle of influence
We mapped who influences the shopper’s choice and where the brand should be present at that moment.
- 04
Openness to new brands
We tested how open shoppers are to new brands and what convinces them to give one a try.
- 05
Visual language
We assessed how packaging and style work for different audiences.
Growth map
Six areas that make up the brand’s growth strategy
- 01 Awareness
How widely the brand is known.
Priorities for growing brand awareness.
- 02 Positioning
How different audiences perceive the brand.
A position that both loyal and new shoppers understand.
- 03 Portfolio
The role of each category.
Focus on the categories with the greatest potential.
- 04 Packaging
How the visual language performs on the shelf.
A direction for updating packaging and style.
- 05 Circle of influence
Who influences the choice.
An approach to working with the people shoppers trust.
- 06 Channels and reputation
Where the shopper makes the decision.
Priority communication channels.
Report
49 slides of findings: from the respondent profile to recommendations. Figures that belong to the client are hidden.
Scale
Research you can base decisions on
- 1,028
- respondents in two target groups
- 17
- metrics of brand health and shopper behavior
- 4
- categories where we benchmarked the brand against leaders
- 49
- report slides with conclusions and recommendations
Result
The analytics became the foundation for the brand’s further transformation. Based on the data, we formed strategic recommendations: a refresh of the visual style and packaging, work with the professional community, the product line and launches, and a focus on priority communication channels.
What we’ll do for you
Brand research that makes it clear where to grow
For when you want to make decisions about style, advertising or product based on data. We’ll start with your business questions — and finish with a prioritized growth map.
- 01 Brand health tracking Awareness, associations, quality and loyalty — by group, region and age.
- 02 Shopper behavior diagnostics How shoppers choose, who influences them and where the barriers are.
- 03 Surveys and in-depth interviews Quantitative data and the motives behind it — on a properly built sample.
- 04 Strategic growth map Conclusions turned into prioritized recommendations.
Team
- Agency
- DOGMA
- Client
- AnimAll
