RESEARCH / CONSUMER INSIGHTS
Purina — The Role of Video Reviews
Explored how video reviews influence pet-care purchase decisions, comparing general market consumers with Purina brand fans.
THE QUESTION
Where do video reviews create value?
Purina wanted to know how much video reviews matter in pet care — and whose reviews people trust.
Note: This video uses mock data and illustrative results created for presentation purposes. No real client or survey data is shown.
THE APPROACH
Compare brand fans with the broader market.
We surveyed general-market pet owners and Purina fans on trust, purchase influence, and the formats they prefer.
Trust
How people judge credibility.
Purchase decisions
How much reviews sway a purchase.
Audience differences
Brand fans vs. the broader market.
THE OUTCOME
A clearer basis for content investment.
A clear read on where video reviews move people and where to invest next. Our client used it to pitch her leadership, and was happy with the results.