Case Study

Client:
Chewy.com

Challenge:

With pet food sales accounting for nearly three-quarters of its $11 billion revenue, Chewy needed to understand what factors most influence a customer's decision to purchase a specific type of pet food. The business needed to move beyond its general understanding of a diverse customer base and identify the core motivations behind purchasing behavior to create more effective marketing strategies.

Solution:

A qualitative research study was designed using a

focus group methodology. This approach was chosen to gain in-depth insights into consumer beliefs and perceptions5. The study was structured around three distinct

personas—Megan, George, and Cindy—each representing a key demographic segment of U.S. pet owners.

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• Focus Group 1 (Megan): Comprised of high-income, millennial, married, White women who own their homes.

• Focus Group 2 (George): Comprised of low-to-medium income, Gen X, Hispanic men who rent.

• Focus Group 3 (Cindy): Comprised of low-income, Gen Z, African American women who rent and live alone.

A moderator will guide the discussions using a questionnaire with questions designed to uncover what customers value most in pet food, such as convenience, price, and ingredients. The data will be analyzed using a two-cycle coding process to identify key patterns and themes.

 

Results & Actionable Insights:

The qualitative research study is designed to provide the client with a clear, data-backed understanding of their customers' motivations. The expected findings will allow Chewy to:

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• Tailor Messaging by Segment: Identify what each persona values most in pet food—whether it's "health," "price," or "convenience." This will allow Chewy to customize marketing campaigns to resonate directly with each audience segment. For example, marketing to the "Megan" persona might focus on premium, "whole ingredients," while campaigns for the "Cindy" persona may highlight affordability and convenience.

• Optimize the Customer Journey: Understand how factors like price and convenience impact purchasing decisions, enabling the company to streamline the online shopping experience and provide promotions that are most relevant to each customer.

• Improve Product Strategy: Use insights into why customers have switched pet food brands in the past to identify potential product gaps or pain points in the market15. This will inform Chewy's product selection and help them better compete with rivals.

Conclusion:

This project provides a clear roadmap for crafting meaningful, strategic marketing campaigns that truly resonate with Chewy's diverse customer base16. By investing in a deeper understanding of consumer behavior, Chewy can move from broad marketing efforts to highly targeted strategies, ensuring future efforts are both accurate and effective in driving sales and customer loyalty.