Pet Health Futures
Methods
Qual research --> 4-quadrant futures scenarios -->
Digital 'artifacts from the future' --> Co-creation sessions
--> Digital strategy --> Collaborative client workshop
Deliverables
Current landscape insights
Futures Report
Digital strategy framework
Results
Futures methods gave greater attention to the emerging experiments that are playing out today. Interviews in the veterinary industry speak of unsustainability of current models. Interviews with pet owners describe increasingly attentive 'parenting.'
Interviews with Pet Owners and Vet Professionals
We began by getting grounded in the present experience. We met pet owners over Zoom and used the Markey Visions platform to reach Drs, techs, and office staff.
Synthesis of Themes
Manually, and with AI assistance, we looked across the tensions and desires of vet health teams and pet owners to identify key opportunities.
Futures Scan
Foraging for emerging trends across the marketplace through the lenses of technology, pet care, and the veterinary industry.
Futures Scenarios
From the futures scan, three potential extrapolations emerged. We developed the potential ecosystems around each: extreme wellness, discipline from vet industry, and easeful pet ownership.
Diegetic Artifacts from the Future
We imagined and built out what an Instagram feed from each of the three future scenarios might look like, in 2031.
User Feedback from the Future
We had participants (online and in-person, Vet teams and owners) compare the Instagram feeds from the Future and share what they want and don't want to emerge.
Co-Creation Futures Workshops
In person and online, we invited participants (vets and owners) to discuss the possible futures and what they want from it.
Client Workshop: Acting on the Findings
To deliver the insights and facilitate strategy discussions among multiple teams, we developed an interactive workshop.