A Study Evaluating Consumer Motivations, Perceptions, and Responses to Direct-to-Consumer Canine Genetic Test Results

Area of Science:

• Genomics
• Animal Genetics
• Consumer Behavior

Background:

• Direct-to-consumer (DTC) genetic testing is increasingly accessible for companion animals.
• These services offer insights into pet ancestry, health, and traits.
• Understanding owner motivations and responses is crucial for service development.

Purpose of the Study:

• To investigate consumer motivations, perceptions, and responses to DTC canine genetic testing.
• To identify key drivers for utilizing canine genomic services.
• To explore the perceived value and accuracy of genetic test results.

Main Methods:

• An anonymous online survey was distributed to Wisdom Panel customers.
• Participants reported reasons for using genetic tests, perceptions of results, and reactions to findings.
• Quantitative data on utilization preferences and agreement levels were collected.

Main Results:

• Most participants (75.9%) opted for ancestry/breed tests over health-related genetic tests.
• A significant majority perceived breed results as accurate (79.6% agree) and the services valuable (82.3% agree).
• Owners frequently shared genetic information with family (88.1%) and friends (84.2%).

Conclusions:

• Consumers show a stronger interest in their dog's ancestry compared to health or trait information.
• High perceived accuracy and value suggest satisfaction with current DTC canine genetic services.
• Findings support the exploration of "breed options theory" in understanding human-animal relationships and identity.