Leading the Data Revolution
Anne Ferrante, senior vice president of member relations and business development for the American Pet Products Association, discusses the variety of market research resources that the organization offers to its membership.
One of the benefits that the American Pet Products Association offers its members is access to a variety of market research to help drive their businesses forward. What are some examples of the type of market intelligence APPA can provide? APPA understands that our members have diverse data needs and capabilities, so we strive to provide market research products and support for every level of data user. For over 30 years, APPA has produced the APPA National Pet Owners Survey, the pet industry’s most comprehensive consumer research study about pet ownership, pet care practices, and pet product purchasing of owners of dogs, cats, fish, birds, small animals, reptiles and horses.
During that time, we have also developed several other products and services based on the National Pet Owners Survey. One of the newest market research products offered is The Survey Data Portal. This very robust data set offers quick, customized access to APPA’s trusted consumer insights data. Just a few clicks is all it takes to get to know U.S. pet product consumers.
In addition to The Data Portal, APPA’s Generational Report—Volume 3 is launching here at Global Pet Expo. Based on the survey data, it examines pet ownership by generation to identify trends, changes and new opportunities in the pet market.
APPA also now offers a Data Visualization Series as a companion to the survey. The new series highlights data summaries of pertinent topics via visual representations, which help you get to the root of data quickly and easily for clear and accurate understanding. The first in the series is being showcased here at Global Pet Expo—“Make Room for the Roost” is all about backyard chickens.
APPA also offers customized reports based on the survey and our new Global Insights tool. So, if you need comprehensive data in a particular area or global data to build your market access strategy, we are here to help.
How has APPA’s approach to market research evolved over the years? Are there any new programs or initiatives the association has introduced recently? Our market research growth is largely about harnessing technology to utilize the best data sources and market research practices available. Better technology and more sophisticated data resources allow us to provide broader and more innovative data products to members. APPA’s new Data Portal, Data Visualization Series and Global Insights tool are all great examples of this.
What sets APPA’s market research apart from that which can be obtained from other sources? APPA’s National Pet Owners Survey is a primary research product that is solely based on consumer insights. It is the only report of its size and type in the industry. The survey offers a robust sample in seven different pet categories, along with a comprehensive executive summary and a Lifestyle and Media section. It also covers categories that span all pet categories, like wild bird, pond and backyard chickens.
How does APPA continue to refine and improve the market research it offers to its members? In addition to utilizing the best resources available, APPA closely monitors industry dynamics and trends, and consults industry experts as we develop every new product. We involve our members in the process via extensive interviews, focus groups and review committees to ensure that we are providing the most accurate and useful data to support the industry.
APPA has also cultivated valued partnerships with the major data outlets that service the industry. We work closely with Nielsen, Packaged Facts and Euromonitor to offer data and education that, in many cases, is only available through APPA membership.
What market research opportunities does APPA offer members at Global Pet Expo? Members can meet with their service providers in the Member Relations booth (#2401). Our dedicated National Pet Owners Survey research analyst is available in the booth to answer your questions here at Global Pet Expo, as are representatives from Nielsen, Packaged Facts and Euromonitor.
Members can also participate in several market research seminars here at Global Pet Expo—APPA National Pet Owners Survey: Generational Report—Volume 3 Debut, presented by Julie Springer, APPA market research analyst; U.S. Pet Market Outlook and Trends 2020, presented by Packaged Facts; Hemp-CBD in the Pet Industry—A Budding Trend with an Uncertain Future, presented by Nielsen; and The State of Global Pet Care: Six Trends to Watch, presented by Euromonitor International.
In addition, there are two informal meet-ups offered in the APPA booth by Nielsen on Pet & CBD (Wednesday, Feb. 26th, 11:00 a.m.-12:00 p.m.) and DCM/Grain Free Diet (Thursday, Feb. 27th, 10:00 a.m. -11:00 a.m.)
Stop by and visit with us at booth #2401—we can’t wait to help you best utilize APPA’s very diverse array of market research products and education.