9A – Testing the Hypothesis, Part 2

Who: I think the main people who fall outside of my boundary are those who are happy feeding their pets their current diet. These may be those with dogs who are not very finicky or otherwise healthy and do not require a different diet.

What: It is important to understand why someone is looking to buy a different type of food than the ones available at any super market. Does the person want their pet to eat a healthier diet? Or does their pet have a health condition that requires a different diet? These are important questions to draw because it will help us create a target market.

Why: Outsiders just want affordable food that keeps their dogs healthy and happy. They may not have the same needs as those inside the boundary. Their desire to change foods might be nonexistent all together.

These are some of the questions I asked when performing interviews. The interviews were done with pet owners who do not feel the need to switch their dog’s food.

How long have you fed your pet their current food?

Do you consider your pet to be a picky eater?

If you had the choice to feed your pet fresh food, would you? Why or why not?

What made you choose your current dog food?

Have you ever considered switching food brands?

Interview summary:  Surprisingly, most of the answers to these questions were very similar from one pet owner to the other. The general idea when it comes to their current dog food is that there is just no issue with it. Their dogs have mainly been fed the same food since they were puppies, and they never had any health reason to switch them from it. A few of the interviewees also mentioned having dogs in the past who lived long healthy lives eating the same kibble recipe. They view it as unnecessary to spend more money on fresh food because the current one does the job it is supposed to do. One answer stood out the most to me, and that is when asked “Have you ever considered switching food brands?” the answer was yes, because this person thought they’d like to feed fresher food to their pup somehow. They just brushed off the idea due to 1) cost and 2) lack of readily available options.

Inside the boundary	Outside the boundary
Who: pet owners looking to switch their dog's current diet for healthier, fresher alternatives.	Who is not: pet owners who are happy with their pet’s current diet.
What: affordable fresh food that is locally available to purchase.	What the need is not: healthier alternatives.
Why: current options are unaffordable, and there are virtually no local options to turn to.	Alternative explanations: they have not had the need due to their pet’s current health and the longevity they have been feeding their pet their current food.