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21 product samples sent nationwide |
100% survey completion rate from targeted Highlighters |
5 IDI in less than 3 years |
CPG brands in the pet care category face unique hurdles that traditional testing methods struggle to address. Unlike human-focused products, pet products must satisfy two distinct audiences: the pet owner who makes purchasing decisions and the pet who actually uses the product. This dual-consumer dynamic creates complex testing requirements that lab environments simply can't replicate.
Pet owners today are increasingly sophisticated, seeking products that align with their values—whether that's sustainability, premium nutrition, or specialized solutions for their pet's unique needs. They're also more willing to spend on products that deliver genuine value, but they expect proof of efficacy before committing to a purchase. Meanwhile, regulatory scrutiny and competitive pressure demand faster innovation cycles, leaving brands with less margin for error when bringing new products to market.
The traditional approach of lab-based testing falls short because it removes the critical context of real homes, real pets, and real daily routines. A cat litter that performs well in controlled conditions may fail to meet expectations when faced with multiple cats, varying litter box maintenance schedules, or different home environments.
An established brand in the cat litter category came to Highlight with a unique product testing need. Their project goals were to assess consumer overall experience, including fragrance acceptability and fit to lavender branded packaging front. Ultimately, they aimed to inform their brand team of fragrance fit to packaging front prior to launch.
Highlight leverages its specialized pet product testing platform to deliver insights that traditional research methods can't match. Our carefully-vetted panel includes pet owners with specific breeds and those seeking specialized products, ensuring feedback comes from consumers most likely to purchase your products.
For this customer insights study, Highlight packed and shipped 21 products for a monadic, 7-day longitudinal HUT (home usage test). This duration is specifically optimized for cat litter evaluation because:
Each respondent participated in several evaluation touchpoints designed to capture the complete user experience. Verbatims were captured at the critical "point of pour" moment when users first interact with the product and assess initial impressions like texture, dust levels, and fragrance intensity. This was followed by a comprehensive survey at the end of the week-long trial, measuring overall satisfaction, purchase intent, and detailed performance across key attributes.
Additionally, 10 participants submitted video uploads providing rich qualitative insights into actual usage behaviors and unfiltered reactions, while Highlight conducted 5 in-depth interviews (IDIs) to explore the nuances behind survey responses and uncover deeper motivations and concerns.
This approach mirrors Highlight's broader pet product testing methodology, where real pet owners test products in the comfort of their own homes, providing feedback through online surveys with video and photo options. Testing in real-world scenarios is more cost effective and provides more accurate feedback compared to traditional pet product testing methodologies that rely on artificial lab environments.
For this cat litter innovation, monadic testing was the optimal choice over sequential monadic or other comparative approaches for several strategic reasons:
Eliminates comparison bias.
Since fragrance is highly subjective and context-dependent, testing the lavender-scented litter in isolation prevented participants from making relative judgments that might not reflect real-world purchase decisions. Cat owners typically buy one litter type at a time and evaluate it on its own merits.
Mirrors authentic usage patterns.
In real homes, cat owners don't switch between different litters daily—they commit to one product for weeks or months. Monadic testing replicates this natural usage pattern, providing more accurate insights about long-term satisfaction and acceptance.
Reduces fragrance contamination.
Testing multiple fragranced products sequentially could lead to olfactory fatigue or confusion, compromising the reliability of sensory feedback. The monadic approach ensures each participant's nose remains "fresh" for accurate fragrance evaluation.
Focuses on absolute performance.
Rather than asking "which is better," the monadic design answered the more business-critical question: "Is this good enough to launch?" This approach provided clearer go/no-go decision criteria for the product team.
In less than 10 days, the cat litter product innovation team was ready to adjust their formula, prioritizing the fragrance and packaging benefits that matter most, using consumer-friendly language.
Highlight delivered:
This rapid turnaround demonstrates the power of Highlight's platform to connect brands with carefully selected consumers who match target demographics, ensuring products are tested by the people (and pets!) most likely to purchase them. The combination of quantitative survey data, qualitative video insights, and in-depth interviews provided the comprehensive understanding needed to make confident formula adjustments before launch—ultimately reducing market risk while accelerating innovation cycles.