Summit Presentation Synopsis #3

Survey Says!
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."

2009 North American Urban Animal Survey (NAUAS)

You have questions. We will have answers!

• Does the average pet guardian think a spayed or neutered pet makes a better behaved pet?
• Do they think that mandatory pet licensing is just a "cash grab" for their city?
• If a pet guardian gets a prescription for their pet, how many follow through with proper administration of the drug?
• When buying pet food, is price the deciding factor?
• How has the economy impacted attitudes about pet care?
  

These and dozens of other important questions will be addressed in the 2009 North American Urban Animal Survey (NAUAS) being conducted in September. The results will be presented at the National Summit for Urban Animal Strategies to be held at the Chateau Lake Louise, Alberta, in mid-October.

The Responsible Pet Owner Segmentation Survey is the third of its kind to be conducted by Calgary-based PetLynx Corporation on behalf of its many industry partners.

"The cumulative answers to these questions will enable us to better understand 'the big picture' of important issues affecting pet guardians and the pet care industry in North America," explains David Webb, research consultant with dmrkynetec, the leading global supplier of market research to the agriculture, animal health and nutrition industries. "When we have a better concept of 'the big picture' we can develop broad-based strategies to address the big problems."

Webb adds that the methodology used in this "segmentation analysis" will divide the overall cat- and dog-owning population to four or five basic typologies. This will help us better understand their underlying motivations and beliefs with regard to pet care. With this information, we can be better equipped to deliver targeted and powerful responsible pet ownership messages.

"In the past, the companion animal industry as a whole has been forced to make important financial and legislative decisions based on common beliefs and internal statistics, not sound research," adds Petlynx Corporation's President, Larry Evans. "Big industry players, like pet food manufacturers and pharmaceutical companies, may have been in a position to fund their own research. But those of us at the front lines... the animal control centres, shelters, small retailers and veterinarians have been limited to our own internal data resources, which may not tell the whole story."

"Because this research is being conducted on a collaborative basis across Canada and the United States," concludes Webb, "it is a cost-efficient and affordable means of providing all facets of the pet industry -- from large corporations, to municipalities, to small service providers -- with a wealth of information that would otherwise be totally out of reach for them."

If you are interested in participating as a subscriber to the Responsible Pet Owner Segmentation Survey you must act now! Click here for details on how to sign on as a subscriber.

Atlantic Canada Thought Leaders at Halifax Summit

Thursday, 16 April 2009, dawned bright and sunny in Halifax for the second annual Atlantic Regional Summit. Twenty-four industry leaders from across all four industry sectors were present. The Halifax Ballroom of the Marriot Halifax Harbourfront Hotel looks out over the beautiful and much improved Halifax harbour with traffic from Canada’s East Coast Naval Station, fishing boats, commercial traffic and the Dartmouth/Halifax ferry service. It was hard not to feel a sense of opportunity and openness to new ideas against this background.

David Webb, Associate Vice President of Ipsos Canada presented the 2008 National Urban Animal Survey. The Urban Animal Metrics discovered in this survey led to a lively discussion. Understanding the numbers of pets in our communities today and the dollars being spent on the products and services they consume can provide a solid foundation upon which to build urban animal strategies for the organizations and communities represented at this summit.

The luncheon provided an opportunity for organizations and individuals to establish new relationships and discuss areas of common interest in the communities they represented across the Atlantic Region. The interaction between individuals who were previously unknown to each other is expected to continue to pay dividends during the coming years.

The afternoon session provided a robust discussion of how communities could move toward a more feline friendly environment. A number of good ideas emerged that will be forwarded to the National Summit in October. Larry Evans, President & CEO of PetLynx facilitated the afternoon session and Judi Cannon, Manager of Community Automation for PetLynx recorded the input from this forum. The environmental survey completed by delegates in advance of the summit provided a foundation for these discussions.

Much thanks to our colleagues from Halifax Animal Services and the Moncton SPCA who collaborated to create the successful 2009 event. A big thank you to Romy Sharpiro, Territory Manager for Petsecure Pet Health Insurance and Heather Creamer, Territory Manager for P&G PetCare for their assistance during the day and for providing additional values to delegates. Other allies such as PetSmart Charities, CDMV, Canadian Veterinary Medical Association, Canadian Federation of Humane Societies, Canadian Kennel Club and PIJAC Canada also contribute value as co- sponsors of the Summits for Urban Animal Strategies.

The number of associates and alumni of the Summits for Urban Animal Strategies in Atlantic Canada has now reached 31 up from 12 in 2008. A post event survey will allow delegates to celebrate the good things that were accomplished and assist organizers to add greater value to those attending the 2010 Atlantic Regional Summit.