Earthy Dog Delights - Qualitative Study

Claire Kuhn

Qualitative Research Project

December 11th, 2014

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Client Background Online dog bakery start up Operated out of Philadelphia home Previously owned dog walking/pet care company in metro Detroit Business is launched . . . now what? Owner & Operator Dan

Offenbacher with Zachary the Puggle

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Research Methodology

2 conducted via Google+ Hangout 1 conducted in person with collage activity

1 In Depth Interview

Pet Food Expert

3 Focus Groups

Image and identifying

details retracted for privacy

reasons

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Industry Overview

A few big playersSaturated with small businessesGrew through recessionInvolved purchaseConsumers scared to switchHumanization and E-Commerce are major industry trends

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Results of collage activity were insightful (and adorable)

Image retracted for privacy reasons

“Bobby Bell feels the same about his

diet as he does about me playing

the accordion”

Image retracted for privacy reasons

“Mom gets more excited over

Barkbox than I do”

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Respondents had very positive feedback for the brand

Enjoyed the business story and want to hear more Love the concept and ingredientsBeing a small, home owned business is a plus

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Ingredients and packaging were product strengths

Nice design

Love the ingredients and benefits

Flavors sound good

Like the window

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Consumers would like to know more product details and sample a variety of flavors

No meat flavors

“all natural” is confusing

? Sizes

Variety pack of flavors would be

nice

Unclear if treat is hard or soft

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Well designed logo and website

Make store more obvious

People don’t like making accounts

Use picture of Dan & Zach

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Amazon Prime shipping has heavily influenced consumers expectations

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Dogs love them and owners feel good

“My dog kept making me give him treat after

treat!”

“Peluche loved these! I’ll

definitely order him more.”

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Introduce a new products and tweak the website for quick improvements

Start selling variety pack of flavors

Add more Dan & Zach history to website

Clarify product sizing

Introduce monthly subscription service with free shipping

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Thank You!