What 1,000+ Cat Owners Told Us About Trust, Treatment, and Brand Choice
YEAR
2021
CLIENT
Confidential (Global animal health company)
INDUSTRY
Veterinary / Companion Animal
SERVICES
ANZ quantitative research, cat owner insights, strategic positioning
The challenge
Following a major product acquisition, our client suddenly had a much bigger presence in the feline health space. But with that growth came uncertainty.
Were they now seen as a serious player by cat owners?
Were their product claims cutting through?
And how did their value stack up against more established competitors?
They needed answers, but also needed to tread carefully. This wasn’t about bold claims–it was about building confident, credible foundations for leadership.
1,000+ cat owners across
Australia and New Zealand
Discovery
Spinifex designed a nationally representative quantitative study, surveying 1,000+ cat owners across Australia and New Zealand.
We didn’t just ask about products. We explored emotional drivers, behavioural pain points, treatment preferences, and who cat owners actually trust.
What we uncovered reshaped the way the client thought about positioning, education, and segment value.
Can we share the full findings?
We’d love to, but we only speak meow.
Design
We developed the questions, built the survey, ran the numbers, and delivered a clear, confidential insight report with strategic recommendations.
- It helped sharpen positioning, focus messaging, and shape future marketing investment across the category.
- A multi-segment survey including “Pet Passionates” vs “Laid-Back Friends”
- Questions mapped to purchasing behaviour, vet reliance, and product preferences
- Gender, household type, indoor/outdoor cat habits all included for filtering
- Vet influencer and brand perception data for strategic refinement
Delivery
We handled it end-to-end:
- Survey design,
- testing,
- deployment,
- data cleaning,
- segmentation modelling,
- analysis and
- final presentation.
All insights were translated into decision-ready guidance for brand, product and channel teams—across both Australia and New Zealand.
Results
The research gave the client a new level of clarity:
- A refined understanding of their target customer
- A benchmark for brand recognition and purchase drivers
- Confidence in where (and how) to play as they moved from challenger to mid-tier brand
- Most importantly, they got a strategic blueprint for building trust, without overstepping.
Need to know what your customers really think
without the corporate echo chamber?
We speak research. We speak brand. (And yes, sometimes, we even speak miaow.)