Case Study – Methoden-Mix für den Gesundheitsmarkt

Case study – Qualitative & quantitative mix of methods for Das Futterhaus

Das Futterhaus

How we put the brand image of a store brand to the test for Das Futterhaus!

The challenge

Understanding the current brand image

As part of a market research project, the brand image of a premium in-house brand of Das Futterhaus for dog and cat food with its perceived strengths and weaknesses in comparison to the competition was to be analyzed and possibilities for future orientation were to be determined.

In order to depict a complete brand image, as many different subject areas as possible should be examined from different perspectives.

The goal

Optimize brand alignment

The aim was to derive a specific recommendation for brand management that better exploits the existing potential and thus improves sales figures in the long term.

In order to be able to make valid strategic decisions about the brand orientation, a reliable database of figures among dog and cat owners was required, as well as the perspective of Das Futterhaus store employees.

In addition, aspects of brand perception that are more subconsciously incorporated into the purchase decision should also be examined and analyzed.

The solution

Comprehensive exploration from different perspectives using a mix of methods!

KV Berlin - E-Health Videosprechstunde
KV Berlin - Verstaendnis von E-Health
KV Berlin - Verstaendnis von E-Health

  • Accompanied shopping in 4 selected Das Futterhaus stores with 6 dog & cat owners per location for qualitative and in-depth exploration of conscious and subconscious aspects of brand perception via think-aloud technique.

  • Online survey via access panel with n=2,000 dog & cat owners for the quantitative investigation of brand perception among (potential) customers.

  • Internal survey of n=503 Das Futterhaus employees from stores in Germany or Austria via online survey.

    Key topics:

    Brand tunnel

    – Information on the animal & purchasing behavior of pet food
    – Criteria when buying pet food
    – Awareness & purchase of pet food brands
    – Loyalty & recommendation

    Brand analysis

    – Reasons to buy & barriers
    – Perceived brand profile
    – Perceived product features
    – Detailed assessment of packaging

Key facts

What we have achieved

  • Collection of statistically reliable results for market and competition analysis

  • Detailed analysis of brand connoisseurs and buyers’ perception of the in-house brand

  • Comprehensive exploration of the brand image of the in-house brand from different perspectives

  • Comparison of external view (dog and cat owners) and internal view (Das Futterhaus store employees)

  • Identification of problem areas & optimization potential for packaging and brand presence

  • Analysis of the product range design with corresponding recommendations for future orientation

  • Collection of specific brand and product range insights that can also be transferred to other brands and product ranges

What our customers say

„The study was a complete success and we received many good ideas for the further development of the brand and product ranges. In retrospect, your suggestion at the time to also interview the employees was particularly valuable for us. In the same way, the accompanied shopping also gave us many interesting insights at a qualitative level. Here, we also gained various points of reference for developing not only our in-house brand, but also our brands and product ranges as a whole.”

Andrea Clausen, Teamlead Productmanagement in-house brands, ACTIVA Pet products

„The study was a complete success and we received many good ideas for the further development of the brand and product ranges. In retrospect, your suggestion at the time to also interview the employees was particularly valuable for us. In the same way, the accompanied shopping also gave us many interesting insights at a qualitative level. Here, we also gained various points of reference for developing not only our in-house brand, but also our brands and product ranges as a whole.”

Andrea Clausen, Teamlead Productmanagement in-house brands, ACTIVA Pet products

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