PrideBites learns which dog toy features matter most to owners

Google Consumer Surveys helps you make informed business decisions by asking internet users survey questions. Users complete questions in exchange for access to content around the web, and content publishers get paid per answer. Google automatically analyzes responses, providing the data through a simple online interface. Below we share the experiences of one of our customers, PrideBites, a manufacturer and distributor of high quality, durable dog toys with unique designs.

The four founders of PrideBites first knew they were onto something when their box of 50 trojan-shaped dog toys sold out in under an hour at a USC football game. “They were so different and colorful, but the stitching was still very high quality,” says co-founder Steven Blustein. “It became clear that there is demand for dog toys that hit the sweet spot between design and durability.” As new entrants into an industry with particularly established distribution relationships, PrideBites knew they needed to be smart about how they expanded their product line. “Retailers will always want a cheaper product that has tried and true features. We need to know that we have what consumers really want.”

As a small business, it can be difficult to quickly and affordably access detailed market research. “We had broad statistics about the pet goods industry, but nothing about the demand for rubber versus plush.” Using insights from Google Consumer Surveys, PrideBites could more closely hone in on messaging and feature priorities. Surveys showing that people don’t play with their dogs in the water influenced their decision to de-emphasize waterproof features on the packaging. Similarly, surveys indicating that machine-washability isn’t important to consumers the way it is to retailers helped differentiate the important selling points across audiences. They also validated their hunch that dog lovers value contributions to pet charities, and are now developing ways to support animal welfare organizations.

After completing their first set of surveys, Blustein is excited about the future questions PrideBites will be able to answer using Google Consumer Surveys. “We couldn’t take our eyes off of the results and would love to ask more targeted questions about price thresholds for various demographics, and how long men versus women expect a dog toy to last.”
Joanne Schneider, Consumer Surveys Business Development