{MASTITIS PREVENTION I B2B | UK, FRANCE}
BUSINESS OBJECTIVE
Vetoquinol is a global leader in Animal Healthcare specialising in dairy and udder health. The Customer Experience and Offer Creation teams sought to innovate in mastitis prevention by exploring customer-centric opportunities in intramammary administration during the cow dry-off period. The goal was to identify potential improvements to the administration process, find alternatives to current teat cleaning solutions, and develop innovative product ideas that support the brand’s broader vision of udder health and sustainable farming practices.
Mapped the farmer experience across the cow dry-off process...
Designed and delivered a structured research approach combining both qualitative and quantitative methods to deliver actionable insights:
Competitive Landscape Analysis: Mapped out the key players and competitor solutions in mastitis prevention, benchmarking their performance against Vetoquinol’s product offerings.
Treatment Journey Mapping: Conducted ethnographic research to observe and document the intramammary administration process used by farmers during dry-off, identifying key pain points and unmet needs related to teat cleaning, disinfection, and application.
Design Analysis: Evaluated a number of existing teat sealant and disinfection solutions to define key physical parameters and design features for enhancing the farmer usage experience.
Attribute Hierarchy Development: Prioritised key emotional and functional attributes for product design through a structured online survey, helping to define “must-haves,” “nice-to-haves,” and “delighters” in intramammary administration.
Innovation Opportunities: Identified short-term and long-term innovation opportunities, exploring white spaces for product development beyond current competitor offerings in mastitis prevention.
Innovation opportunity roadmap...
Vetoquinol is now developing key concepts from the identified innovation pipeline. These solutions, tailored to farmer needs and industry regulations, aim to improve the effectiveness and efficiency of intramammary administration during the dry-off period. The project has set the foundation for future product launches that align with Vetoquinol’s commitment to udder health and sustainable farming.
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