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Regaining the number one spot in pet specialty

Leading pet speciality food brand had recently experienced negative growth due to the explosion of natural segment, alongside losing a clear point of reason for recommendation. Extensive quantitative and qualitative research was undertaken to find the most compelling reason for recommendation and revitalised pack design to provide a short cut to the benefit for both customers and retail staff. An exciting revitalisation of the brand to return it to strong growth.

 
 
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A challenger product development

Alternative dairy company were seeking to launch a unique and compelling on-the-go RTD into the market. Prior to doing this there was a clear need to understand the current market dynamics and category rules to ensure its successful launch. Unique qualitative approach was adopted providing clear guardrails for product development.

 
 
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Building emotional connection for a back of wall brand

Australian household electrical brand was being squeezed by the commoditisation of the category and more contemporary entrants entering the market. Trading on its longevity and awareness we needed to establish a clear emotional benefit to engage both consumers and the trader to ensure stronger recommendation. Extensive qualitative research with both consumers and the trade to identify a clear and compelling positioning that is to be rolled out globally.

 

TESTIMONIALS

Testimonials V2

Despite being the number one brand in our category, our business had never undertaken consumer research historically, but as we were seeking to harmonise our brand across the world to ensure more efficiency in marketing spend, whilst also building stronger brands. We engaged Beyond the Narrative to help us in Australia and the UK to understand whether we should transition to a single minded branded proposition for our pet litter and animal bedding products. As a true partner they provided clear strategic direction that gave us confidence in determining the future of several brands, whilst also highlighting new and refreshing insights for both our litter and small animal bedding propositions that we can use in future communications, activations and retail strategies. We believe that this has reinforced our view of the value of great partnerships in the consumer research space and with the Beyond the Narrative team we have found like-minded people who share our passion for driving better sustainable pet care solutions.

Steve Adams, Managing Director, FibreCycle

We recently worked with Beyond the Narrative to help us understand and identify the emotional drivers of our brand to feed into communications development. We have worked with Posie and her team for many years and the insights delivered have always been actionable and have had led to a positive ROI. We would highly recommend Beyond the Narrative for projects that require moving beyond the obvious to leverage insights for growth.

General Manager Marketing, Yogurt Category

For the past 3 years I partnered with Posie on numerous projects tied to package exploration, cultural decoding and brand positioning.  Her thought leadership, attention to detail and willingness to partner has been exceptional.  The end deliverables are actionable and clearly articulate the areas of opportunity and focus that should be taken to influence and drive change.  Overall, Posie understands the meaning of ‘partner’ and goes above and beyond to ensure we are delivered results that are meaningful to the business and not just what we ask for.

Insights Manager, FMCG

Beyond the Narrative are not only insight driven, but focused on drawing out actionable insights that make step changes in thinking. Their research studies uncover not just the rational, but importantly the underlying emotions that are so key to shaping a strongly differentiated brand positioning. Our recent partnership with Beyond the Narrative and Anna-Rose’s experience has been instrumental in gaining a deep understanding of the category, reframing our direction and driving the strategic choices that will no doubt positively set us up for the future. 

Marketing Director, Home and Distribution Electrical Category