We asked 6 consumers about Different Dog. Here's what they said.
About This Research
Using Ditto's synthetic research, we recruited 6 AI personas representing target consumers.
Question 1
Leanne Murphy, 36: "I side-eye stuff like that, me. “92%” means nothing if it’s just a shiny sticker on a bag. If they want me to believe it, show the boring detail, not fluff. Who tested it: vet-led or independent, not the brand’s own daft survey. Numbers with context: how many dogs, how long, which breeds, and what"
Callum Hartley, 28: "Short answer - I don’t trust it unless they show their workings. That 92% line means nothing on its own. Could be 12 dogs and one office pug who nicked a sausage roll and looked lively. What would make me believe it: Who tested it - not their marketing lot. A named vet or proper independent place "
Question 2
Adam Whitfield, 26: "Not very. “Human-quality” sounds like a marketing badge more than anything. I’d care about clear ingredients, decent protein, no pork in the flat, and how the dog actually does on it - stools, coat, energy. I’d pay a bit more if I saw a real difference, maybe 10-15% tops, but not paying double for a"
Priya Shah, 44: "Honestly, we don’t have a dog, so grain of salt. But “human-quality” sounds like marketing fluff to me. I’d care more about the dog’s tummy, coat, and energy than a fancy label. I’d pay a bit more if the dog clearly does better on it, but I’m not paying double for a sticker and a smug box. I’d try a"
Question 3
Daniel Varghese, 50: "I do not have a dog, I have a cat, so this is hypothetical. I’m not sure it’s quite right for me because of cost and faff, but I could be persuaded if the basics stack up and the small print is fair. What would convince me: Clear health proof from a vet I trust and before-and-after photos or review"
Julie Barker, 55: "Right now I feed Millie kibble. It’s steady and it doesn’t upset her. I’d only switch if the basics stack up. Right, but what’s it actually cost? What would convince me: Price I can see in black and white for a big-ish retired greyhound - per day, delivered. No “from”. If it’s near what I spend now"
Key Takeaways
This research reveals consumer insights about UK pet food.