Presenter: David Web, Research Consultant, dmrkynetec
The results of the 2009 North American Urban Animal Survey (NAUAS) ~ the Responsible Pet Owner Segmentation Study ~ are sure to be an eye-opener for all of us!
"The presentation will go far beyond superficial attitudes and behaviours to provide us with never-before-seen information about the underlying motivations of pet owners," explains Webb. "This research was specifically designed to be relevant for all members of the companion animal chain."
The NAUAS encompasses the results from 1500 interviews with cat and dog owners in Canada. It includes a segmentation of these pet owners that will distill this diverse group into four or five basic typologies (or segments) based on their attitudes and behaviours relating to pet care. This analysis will help industry stakeholders better understand pet owners and allow for more informed decisions regarding how to best reach this market.
"Given that the topic for this year's Summit is Urban Cats, the presentation will pay particular attention to the different attitudes and behaviours between cat and dog owners and the segments that exists between these two groups," adds Webb. "Only by truly understanding the unique characteristics and motivations of cat owners can the industry develop the necessary strategies to reach this group and maximize the opportunities."
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