Our audience personas

All pets are different, and so are their owners. To help us understand their situations and needs, we have broken them down into five key groups.

Pet Loving Families

Responsible animal lovers that see pet ownership as integral to family life.

Learn about pet loving families

Lifelong animal lovers whose pets provide companionship, purpose and structure to their lives.

Learn about experienced companion seekers

Impulsive pet purchasers who see dogs and cats as an enhancement to their lifestyle.

Learn about naive newbies

Life long pet lovers, missing the companionship provided by their animals.

Learn about Pining Previous Pet Owners

Hardworking families with pet loving children.

Learn about small furry pet purchasers

Our personas are there as a catalyst to move away from being a product led organisation to becoming an audience led organisation.

Learn how to use personas

Coming soon.

Learn about themes