Using insights to design a new Pet DNA product ahead of launch in three key markets


Ancestry is an established and trusted global provider of genealogy services. The business saw a commercial opportunity to enter the Pet DNA space, and needed to understand consumer needs and how best to meet these. We needed to land on a product name, and the ideal ‘look and feel’ for both the product design and any associated messaging. The final design needed to leverage existing brand associations, whilst generating interest in a new proposition, for a new audience. 


We engaged with pet owners across markets in a number of ways – through exploratory discussions, as well as an online survey. The exploratory phase allowed us to uncover the underlying needs within the category, whilst the survey provided the robust data to size the commercial implications of each potential design route. 


The outputs have directly informed the design of the product; including the name, look and feel, and tone of voice across all marketing and messaging. The product has recently launched and is hitting sales targets in each of the launch markets. 

View the new Ancestry product PetDNA here

If you would like to know more about the outstanding insights programme that led to this new product development and brand positioning, reach out to Mich at