OCTOBER 2005 / Issue 8
Survey Says
Using The 2005-2006 APPMA National Pet Owners Survey:
Unleash Opportunity and Harness Strategic Mishaps
The 2005-2006 APPMA National Pet Owners Survey is a one-of-a-kind resource that gives pet product producers and other interested business entities a thorough overview of today’s American pet products marketplace. Using this resource on a regular basis keeps readers updated on the most recent and influential trends in the American market. The knowledge gained from this powerful tool can position you as a savvy decision maker and can help to positively affect the direction of your corporate strategy; and indeed, determine the very success of your business.
There’s Something for Everyone in The National Pet Owners Survey
Large and small businesses alike can gain an advantage from using the information in The National Pet Owners Survey. Your competition is no doubt scouring the pages of The Survey, as are new investors into the pet products industry. There’s no need to let them get an edge on you. Simply study the following tips to learn how you can get the most out of this powerful APPMA membership benefit.
The Survey Helps Creativity Take Flight
The more you use this incredible marketing tool, the more value you will derive from it and the more you will come to rely on it! The Survey, when carefully examined, can unlock a wealth of opportunities for your company or can spare you from making drastic mistakes based on an outdated strategic plan. Since The Survey is updated every two years, rest assured that it contains the most updated analyses available. This trended data can help you identify long and short-term trends that can make or break the success of your current and future product lines. A working knowledge of The Survey is a must when:
- Identifying and assessing market opportunities
- Studying long-term and emerging trends
- Expanding your current product line to a new animal species
- Determining new product launches
- Developing your marketing strategy
- Understanding your consumer
The Anatomy of The National Pet Owners Survey
To fully understand the information contained in The Survey, it is critical that you understand how to use each of the components contained within. For example, understanding the methodology and demographics of the respondent universe is often as crucial as knowing the exact verbiage and the response selections of each question asked. Some areas are more self-explanatory than others, however the following items are key to successfully navigating through The Survey:
- Table of Contents
- Background and Purpose
- Executive Summary
- Species-Specific Analyses
- Questionnaires
- Lifestyle and Media Study
The Table of Contents
Read the Table of Contents thoroughly as it details every area contained in The Survey and notes the corresponding data tables. It will help you get the “lay of the land” so you will understand the flow and context of The Survey.
Background and Purpose
The Background and Purpose contains the research methodology. It details the particulars of the pet owning respondents and how the sample closely matches the demographics of all pet owners in the U.S., based on a variety of demographic variables.
- Items in this area include: the total number of questionnaires that were mailed, return rate and map of the U.S. indicating the states that were included in The Survey.
Executive Summary
Study the Executive Summary carefully. The Executive Summary highlights key parts of The Survey and it compares similar questions across all species of pets. The Executive Summary reveals national trends and statistics including the projected total number of pets in the U.S. by species as well as the total number of pet owning households in the U.S., and compares the demographics of pet owners to the total U.S. sample.
Species-Specific Analyses
When more specific information is required, it is imperative you read through the Species-Specific Analyses of The Survey. Species-Specific information is featured for equine, dog, cat, fish, bird, small animal and reptile categories.
At the conclusion of each Species-Specific section, demographics appear comparing The Survey pet owners to all pet owners in the U.S. and to the total U.S. sample. This includes both pet owners and non-pet owners alike. A complete comprehension of the data in the section will also allow you the opportunity to request additional proprietary reports of the information based on your customized parameters.
Questionnaires
Found at the end of each species-specific section is the Questionnaire that was mailed to pet owners. By reading through the Questionnaire, you will become more familiar with the specific questions and response selections that were asked of pet owners. This understanding will help you interpret and use the data in the correct context.
The Lifestyle and Media Study
The Lifestyle and Media Study is located at the end of The Survey. This section explores the personal attributes of American pet owners. It creates an attitudinal profile, studies lifestyle and media preferences and serves as a helpful examination of what motivates American pet owners. The Lifestyle and Media Study affords an in-depth understanding of the emotional connection people have to their pets. Information in this section includes:
- The age and sex of the person most responsible for purchasing pet products across all species.
- How pet product purchasers become aware of new products.
- The relationship between the source of awareness of new pet products and that same source as used as an information provider.
- Online shopping habits of pet owners and amount spent each time owners purchase pet products online.
- The number of hours per day pet owners are involved with various media activities including watching television, listening to the radio and reading magazines and newspapers.
- The types of leisure activities enjoyed by pet owners, comparing pet owners to non-pet owners and previous pet owners.
- Comparison of the psychographics of pet owners to non-pet owners and previous pet owners.
The 2005-2006 edition of The APPMA National Pet Owners Survey contains more information than ever before! If kept at your fingertips and used as a ready-reference, The Survey can be one of your company’s most valuable resources. If you would like to order The 2005-2006 APPMA National Pet Owners Survey, or a customized report based on the information contained within, please go to http://www.appma.org/pubs_survey.asp or contact APPMA Member Services at 800-452-1225 or memberservices@appma.org