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

SIMPLE SUMMARY: Numerous studies have evaluated the human personal genomics industry, though research has largely overlooked consumer use of these tests for companion animals. This is surprising considering the domestic dog and cat genomes were sequenced shortly after the completion of the human genome and the first genetic test became available for dogs in 2007. As a novel area of research, this study draws on a previous analysis of companion animal genetic company website and consumer review data. The theoretical framework builds on human–animal studies and research into human self-use of personal genomic services. Our objectives were to evaluate consumer (1) motivations for having their dog genetically tested, (2) perceptions of the returned results and services, and (3) responses to their dog’s results. Results showed that dog guardians are motivated to use these services to learn their dog’s breed composition, perceive the results as accurate, and respond by sharing their dog’s results with family and friends. Using these results and the presented framework, future research is positioned to evaluate how consumers may selectively incorporate genetic test results into their relationship with their dog. ABSTRACT: Direct-to-consumer genetic services allow companion animal guardians to purchase a DNA test and receive detailed results about their pet’s ancestry, health, and traits results. In collaboration with Wisdom Panel, we present novel findings about consumer motivations, perceptions, and responses to their use of canine genomic services. Wisdom Panel customers were invited to complete an online survey anonymously in which they were asked about their reasons for using a genetic test for their dog, how they perceived the test’s results, and how they responded to the results they received. Participant data revealed most utilized a test that provided more ancestry/breed results (75.9%) as compared to health-related results. The majority of participants perceived the breed test results as accurate (52.0% strongly agree, 27.6% somewhat agree) and the genetic services provided as having great value (49.6% strongly agree, 32.7% somewhat agreed). In responding to their dog’s results, participants indicated they shared the information with family (88.1%) and friends (84.2%). Collectively, our study indicates consumers are more focused on their dog’s ancestry than other test results. Using these findings and previous literature on human direct-to-consumer genetic testing, human–animal dyads, and identity construction, we consider the possibility of “breed options theory” and future areas of research.