Ethnographies
Focus Groups
| O B J E C T I V E |
| Nabisco was evaluating strategic directions for part of its line of Milkbone products. They wanted to hear from consumers how dog treats fit into the lives of owners and pets. |
| E X E C U T I O N |
| A series of focus groups were used to frame the issues and in-home visits with pet owners and their pets were used to sample selected products and talk about the results. |
| R E S U L T |
| Brand management was given a long edited version of the combined findings along with a shorter meeting summary. It confirmed potential strategic opportunities for Nabisco in this part of the dog food category. |
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