Burgess Pet Care – The challenge.
Burgess were looking to re-focus their pet-food range around their core brand, reducing the emphasis on its variety of sub-brands and to modernise the brand presentation.
But these sub-brands were believed to have a core loyal following that the business was eager to retain…
“How can we be sure that changing our pack design won’t alienate current loyal consumers?”
We needed a methodology that would deliver both qualitative insight into how the new design was communicating and an element of more quantitative diagnostics to evidence its appeal.
Our online research platform enabled us to capture detailed postings and to use heat-mapping technology to identify key pack communication components.