Matrix Partners, an award-winning pet product branding firm, has recently added web-enabled consumer focus group capabilities to their marketing services portfolio.
According to Don Tomala, Managing Partner, this service was launched in response to client requests for a safe, socially distanced consumer research tool in these challenging times. But having recently conducted online sessions for a prominent Flea & Tick brand, the Matrix team discovered this new research tool offers other advantages for marketers versus traditional face-to-face sessions.
Pet owners are more comfortable attending a virtual focus session, which gives them permission to express their opinions more freely. Session participants can be recruited from multiple metro areas across the US, revealing regional differences in purchase behavior so that market-specific tactics can be devised. Stimuli for group discussion, such as options for a new package or logo design, can be more easily evaluated on-screen than in a conference room. Moreover, clients can attend these Zoom-like sessions without traveling to a distant focus group facility and get questions answered in real time. “When you consider the savings in logistics and travel time for clients,“ Tomala commented, “virtual focus group research is a very cost-effective way to shed light on what consumers expect from your brand and why.”
In addition to serving as the moderator for every session, Tomala leads a multi-disciplined Matrix team of pet product marketing experts and award-winning designers who deliver unique and actionable brand insights within the framework of a client’s competitive set. Some of the industry’s leading brands have relied on Matrix Partners to help successfully improve their performance, including Stella & Chewy’s, Swheat Scoop, Coastal Pet Products, Company of Animals, Inaba, Charlee Bear, Hound & Gatos, Pet-Ag and TropiClean to name just a few. Matrix Partners has conducted more than 200 pet owner focus sessions for both consumable and durable pet product brands.