Survey of
2,719 dog owners, conducted fromMay
24-May
31, 2024
Key Takeaways
Crosstab Definitions
Dog Activity Level: Respondents grouped by dog
activity level as reported in survey.
Victor Purchasers: Respondents who have purchased
Victor Pet Food vs respondents who have not.
Aware of Recall: Respondents who are aware of the
Victor Pet Food recall vs respondents who are not aware of the
recall.
Victor Recall List: Respondents who are on the
Victor-supplied contact list of customers who requested coupons after
the recall vs respondents from the nationally-representative
sample.
1 Types of Pets
Owned
Which of the following pets, if any, do you own? Select all that
apply. (N = 2,719)
Item
Selected
Dog
100%
Cat
42%
Other
10%
Bird
6%
Rabbit
3%
Hamster
2%
I do not own any pets
0%
2 Role in Purchasing Dog
Food
Which of the following best describes your role in purchasing dog
food? (N = 2,719)
Response
Percent
I am the primary purchaser of dog food in my household
92%
I purchase dog food on occasion
8%
I don’t purchase dog food, but I know what brand of dog food my dog eats
0%
I don’t know what type of dog food my dog eats
0%
2.1
Crosstabs
Dog Activity Level
Response
Very active
Moderately active
Slightly active
Not active
I am the primary purchaser of dog food in my household
93%
93%
90%
90%
I purchase dog food on occasion
7%
7%
10%
10%
I don’t purchase dog food, but I know what brand of dog food my dog eats
0%
0%
0%
0%
I don’t know what type of dog food my dog eats
0%
0%
0%
0%
Victor Purchasers
Response
Have Purchased Victor
Have not Purchased Victor
I am the primary purchaser of dog food in my household
97%
92%
I purchase dog food on occasion
3%
8%
I don’t purchase dog food, but I know what brand of dog food my dog eats
0%
0%
I don’t know what type of dog food my dog eats
0%
0%
Aware of Recall
Response
Aware of Recall
Unaware of Recall
I am the primary purchaser of dog food in my household
95%
92%
I purchase dog food on occasion
5%
8%
I don’t purchase dog food, but I know what brand of dog food my dog eats
0%
0%
I don’t know what type of dog food my dog eats
0%
0%
Victor Recall List
Response
Victor Recall List
Dog Owners (Excluding Victor List)
I am the primary purchaser of dog food in my household
100%
92%
I purchase dog food on occasion
0%
8%
I don’t purchase dog food, but I know what brand of dog food my dog eats
0%
0%
I don’t know what type of dog food my dog eats
0%
0%
3 Number of Dogs
Owned
How many dogs do you own? (N = 2,719)
Response
Percent
1
58%
2
30%
3
7%
4
3%
5 or more
3%
3.1
Crosstabs
Dog Activity Level
Response
Very active
Moderately active
Slightly active
Not active
1
57%
55%
67%
68%
2
30%
31%
24%
24%
3
7%
8%
5%
8%
4
4%
3%
1%
0%
5 or more
3%
3%
3%
0%
Victor Purchasers
Response
Have Purchased Victor
Have not Purchased Victor
1
45%
58%
2
38%
29%
3
11%
7%
4
6%
3%
5 or more
1%
3%
Aware of Recall
Response
Aware of Recall
Unaware of Recall
1
35%
58%
2
40%
29%
3
19%
7%
4
4%
3%
5 or more
2%
3%
Victor Recall List
Response
Victor Recall List
Dog Owners (Excluding Victor List)
1
29%
58%
2
55%
29%
3
13%
7%
4
3%
3%
5 or more
0%
3%
4 Types of Dogs
Owned
Which best describes what type of dog(s) you own? Select all that
apply. (N = 2,719)
Item
Selected
Toy/Mini Breed: 2-12 lbs.
17%
Small Dog Breed: 13 to 22 lbs.
34%
Medium Breed: 23 to 57 lbs.
38%
Large Dog Breed: 58 to 99 lbs.
34%
Giant/Extra-Large Breed: 100 or more lbs.
7%
4.1
Crosstabs
Dog Activity Level
Response
Very active
Moderately active
Slightly active
Not active
Medium Breed: 23 to 57 lbs.
42%
38%
28%
27%
Large Dog Breed: 58 to 99 lbs.
35%
35%
28%
25%
Small Dog Breed: 13 to 22 lbs.
34%
35%
37%
31%
Toy/Mini Breed: 2-12 lbs.
15%
17%
19%
32%
Giant/Extra-Large Breed: 100 or more lbs.
7%
6%
8%
5%
Victor Purchasers
Response
Have Purchased Victor
Have not Purchased Victor
Medium Breed: 23 to 57 lbs.
46%
38%
Large Dog Breed: 58 to 99 lbs.
40%
34%
Small Dog Breed: 13 to 22 lbs.
31%
35%
Giant/Extra-Large Breed: 100 or more lbs.
11%
6%
Toy/Mini Breed: 2-12 lbs.
8%
17%
Aware of Recall
Response
Aware of Recall
Unaware of Recall
Medium Breed: 23 to 57 lbs.
48%
38%
Large Dog Breed: 58 to 99 lbs.
43%
33%
Small Dog Breed: 13 to 22 lbs.
28%
35%
Giant/Extra-Large Breed: 100 or more lbs.
19%
6%
Toy/Mini Breed: 2-12 lbs.
5%
17%
Victor Recall List
Response
Dog Owners (Excluding Victor List)
Victor Recall List
Medium Breed: 23 to 57 lbs.
38%
47%
Small Dog Breed: 13 to 22 lbs.
35%
18%
Large Dog Breed: 58 to 99 lbs.
33%
61%
Toy/Mini Breed: 2-12 lbs.
17%
Giant/Extra-Large Breed: 100 or more lbs.
7%
11%
5 Activity Level of
Dogs
How active would you consider your dog(s)? (N = 2,719)
Response
Percent
Very active
44%
Moderately active
43%
Slightly active
11%
Not active
2%
5.1
Crosstabs
Dog Activity Level
Response
Very active
Moderately active
Slightly active
Not active
Very active
100%
0%
0%
0%
Moderately active
0%
100%
0%
0%
Slightly active
0%
0%
100%
0%
Not active
0%
0%
0%
100%
Victor Purchasers
Response
Have Purchased Victor
Have not Purchased Victor
Very active
43%
44%
Moderately active
49%
42%
Slightly active
8%
11%
Not active
0%
2%
Aware of Recall
Response
Aware of Recall
Unaware of Recall
Very active
49%
44%
Moderately active
41%
43%
Slightly active
10%
11%
Not active
0%
2%
Victor Recall List
Response
Victor Recall List
Dog Owners (Excluding Victor List)
Very active
37%
44%
Moderately active
50%
42%
Slightly active
13%
11%
Not active
0%
2%
6 Criteria for Selecting
Dog Food
How important are the following criteria when selecting dog food? (N
= 2,719)
7.9
Recommended By Others On Social Media Crosstabs
Dog Activity Level
Response
Very active
Moderately active
Slightly active
Not active
Very important
22%
10%
5%
5%
Important
17%
12%
6%
7%
Somewhat important
19%
19%
18%
15%
Not too important
22%
32%
35%
39%
Not at all important
19%
26%
36%
34%
Victor Purchasers
Response
Have Purchased Victor
Have not Purchased Victor
Very important
12%
15%
Important
22%
13%
Somewhat important
23%
19%
Not too important
24%
28%
Not at all important
19%
25%
Aware of Recall
Response
Aware of Recall
Unaware of Recall
Very important
15%
14%
Important
24%
13%
Somewhat important
20%
19%
Not too important
23%
28%
Not at all important
18%
25%
Victor Recall List
Response
Victor Recall List
Dog Owners (Excluding Victor List)
Very important
3%
15%
Important
5%
14%
Somewhat important
24%
19%
Not too important
34%
28%
Not at all important
34%
24%
7.10
Nutritional Composition (E.g., High Protein, Etc.) Crosstabs
Dog Activity Level
Response
Very active
Moderately active
Slightly active
Not active
Very important
59%
47%
43%
29%
Important
31%
38%
39%
41%
Somewhat important
8%
14%
15%
22%
Not too important
1%
2%
3%
7%
Not at all important
0%
1%
1%
2%
Victor Purchasers
Response
Have Purchased Victor
Have not Purchased Victor
Very important
53%
51%
Important
38%
35%
Somewhat important
8%
12%
Not too important
0%
2%
Not at all important
1%
1%
Aware of Recall
Response
Aware of Recall
Unaware of Recall
Very important
52%
51%
Important
40%
35%
Somewhat important
7%
12%
Not too important
0%
2%
Not at all important
1%
1%
Victor Recall List
Response
Victor Recall List
Dog Owners (Excluding Victor List)
Very important
50%
51%
Important
39%
35%
Somewhat important
8%
12%
Not too important
0%
2%
Not at all important
3%
1%
7.11
Commitment To Food Safety / No Recalls Crosstabs
Dog Activity Level
Response
Very active
Moderately active
Slightly active
Not active
Very important
63%
58%
56%
42%
Important
26%
29%
29%
29%
Somewhat important
8%
10%
11%
19%
Not too important
1%
2%
3%
7%
Not at all important
1%
1%
1%
3%
Victor Purchasers
Response
Have Purchased Victor
Have not Purchased Victor
Very important
58%
60%
Important
34%
27%
Somewhat important
7%
10%
Not too important
1%
2%
Not at all important
0%
1%
Aware of Recall
Response
Aware of Recall
Unaware of Recall
Very important
63%
60%
Important
28%
28%
Somewhat important
8%
10%
Not too important
1%
2%
Not at all important
0%
1%
Victor Recall List
Response
Victor Recall List
Dog Owners (Excluding Victor List)
Very important
63%
60%
Important
24%
28%
Somewhat important
13%
10%
Not too important
0%
2%
Not at all important
0%
1%
7.12 Brand
/ Reputation Crosstabs
Dog Activity Level
Response
Very active
Moderately active
Slightly active
Not active
Very important
45%
31%
32%
29%
Important
33%
37%
38%
29%
Somewhat important
15%
22%
21%
31%
Not too important
4%
8%
6%
8%
Not at all important
2%
3%
4%
3%
Victor Purchasers
Response
Have Purchased Victor
Have not Purchased Victor
Very important
36%
37%
Important
43%
35%
Somewhat important
16%
19%
Not too important
4%
6%
Not at all important
1%
2%
Aware of Recall
Response
Aware of Recall
Unaware of Recall
Very important
38%
37%
Important
48%
35%
Somewhat important
8%
20%
Not too important
3%
6%
Not at all important
3%
2%
Victor Recall List
Response
Victor Recall List
Dog Owners (Excluding Victor List)
Very important
29%
37%
Important
50%
35%
Somewhat important
11%
19%
Not too important
5%
6%
Not at all important
5%
2%
8 Importance of Criteria
in Choosing Dog Food Brands
Please rate the importance of each of the following when selecting
what dog food to purchase, where 1 = not at all important, 4 = neutral,
7 = extremely important. (N = 2,719)
Item
1 Not at all important
2
3
4 Neutral
5
6
7 Extremely important
Quality or Safe Food Guarantee
1%
1%
1%
8%
14%
24%
50%
Knowing that meat is the first ingredient. Ex: #1 Ingredient is real
chicken, Or #1 Ingredient is real beef
2%
1%
3%
13%
15%
26%
40%
Knowing the type of meat used. Ex: “Real Chicken” Or “Bison Recipe”
2%
1%
3%
13%
17%
25%
39%
Trusted sourcing and suppliers
2%
1%
2%
13%
19%
25%
38%
Made in the USA
4%
3%
2%
19%
14%
20%
38%
No Fillers
2%
1%
3%
18%
19%
22%
35%
Product is formulated for the right age of dog. Ex: Puppy, Senior, Adult
1%
2%
3%
15%
21%
26%
32%
High Protein
2%
1%
2%
16%
21%
26%
32%
Product is formulated for the right size of dog. Ex: Large Breed or
Small Breed
2%
2%
3%
17%
19%
26%
32%
Amount of meat protein. Ex: 85% protein from meat
1%
1%
2%
16%
21%
27%
31%
Joint Health - with added Glucosamine and Chondroitin
3%
2%
4%
24%
20%
22%
25%
No corn, wheat, or soy
4%
3%
5%
29%
17%
17%
25%
Guaranteed Probiotics for Digestive Support
2%
2%
3%
23%
21%
23%
25%
Veterinarian Recommended
4%
3%
5%
28%
20%
18%
22%
8.1
Knowing The Type Of Meat Used. Ex: “Real Chicken” Or “Bison Recipe”
Crosstabs
Dog Activity Level
Response
Very active
Moderately active
Slightly active
Not active
1 Not at all important
2%
2%
1%
2%
2
1%
1%
2%
7%
3
3%
3%
4%
5%
4 Neutral
12%
13%
9%
27%
5
14%
20%
20%
15%
6
24%
26%
28%
15%
7 Extremely important
44%
34%
36%
29%
Victor Purchasers
Response
Have Purchased Victor
Have not Purchased Victor
1 Not at all important
0%
2%
2
1%
1%
3
2%
3%
4 Neutral
5%
13%
5
17%
17%
6
31%
25%
7 Extremely important
45%
38%
Aware of Recall
Response
Aware of Recall
Unaware of Recall
1 Not at all important
0%
2%
2
0%
1%
3
4%
3%
4 Neutral
1%
13%
5
17%
17%
6
39%
25%
7 Extremely important
39%
38%
Victor Recall List
Response
Victor Recall List
Dog Owners (Excluding Victor List)
1 Not at all important
0%
2%
2
0%
1%
3
3%
3%
4 Neutral
3%
13%
5
21%
17%
6
26%
25%
7 Extremely important
47%
38%
8.2
Veterinarian Recommended Crosstabs
Dog Activity Level
Response
Very active
Moderately active
Slightly active
Not active
1 Not at all important
3%
4%
6%
7%
2
3%
4%
4%
12%
3
4%
5%
7%
5%
4 Neutral
24%
30%
34%
37%
5
17%
23%
20%
19%
6
19%
18%
15%
17%
7 Extremely important
30%
16%
14%
3%
Victor Purchasers
Response
Have Purchased Victor
Have not Purchased Victor
1 Not at all important
7%
4%
2
2%
3%
3
5%
5%
4 Neutral
28%
28%
5
20%
20%
6
23%
18%
7 Extremely important
15%
22%
Aware of Recall
Response
Aware of Recall
Unaware of Recall
1 Not at all important
5%
4%
2
3%
3%
3
3%
5%
4 Neutral
26%
28%
5
22%
20%
6
24%
18%
7 Extremely important
17%
22%
Victor Recall List
Response
Victor Recall List
Dog Owners (Excluding Victor List)
1 Not at all important
16%
4%
2
5%
3%
3
5%
5%
4 Neutral
37%
28%
5
24%
20%
6
11%
18%
7 Extremely important
3%
22%
8.3 Joint
Health - With Added Glucosamine And Chondroitin Crosstabs
Dog Activity Level
Response
Very active
Moderately active
Slightly active
Not active
1 Not at all important
3%
2%
2%
2%
2
1%
2%
3%
5%
3
2%
5%
6%
8%
4 Neutral
20%
27%
28%
36%
5
17%
22%
23%
19%
6
23%
22%
19%
19%
7 Extremely important
33%
20%
18%
12%
Victor Purchasers
Response
Have Purchased Victor
Have not Purchased Victor
1 Not at all important
1%
3%
2
2%
2%
3
2%
4%
4 Neutral
18%
24%
5
21%
20%
6
29%
22%
7 Extremely important
26%
25%
Aware of Recall
Response
Aware of Recall
Unaware of Recall
1 Not at all important
1%
3%
2
1%
2%
3
3%
4%
4 Neutral
12%
25%
5
26%
20%
6
24%
22%
7 Extremely important
33%
25%
Victor Recall List
Response
Victor Recall List
Dog Owners (Excluding Victor List)
1 Not at all important
3%
2%
2
3%
2%
3
5%
4%
4 Neutral
16%
24%
5
29%
20%
6
24%
22%
7 Extremely important
21%
26%
8.4
Guaranteed Probiotics For Digestive Support Crosstabs
Dog Activity Level
Response
Very active
Moderately active
Slightly active
Not active
1 Not at all important
2%
3%
2%
0%
2
1%
2%
3%
8%
3
2%
4%
6%
3%
4 Neutral
18%
25%
31%
46%
5
18%
25%
23%
17%
6
24%
24%
17%
12%
7 Extremely important
35%
18%
18%
14%
Victor Purchasers
Response
Have Purchased Victor
Have not Purchased Victor
1 Not at all important
2%
2%
2
1%
2%
3
3%
3%
4 Neutral
14%
23%
5
31%
21%
6
25%
23%
7 Extremely important
25%
25%
Aware of Recall
Response
Aware of Recall
Unaware of Recall
1 Not at all important
2%
2%
2
1%
2%
3
4%
3%
4 Neutral
16%
23%
5
28%
21%
6
20%
23%
7 Extremely important
29%
25%
Victor Recall List
Response
Victor Recall List
Dog Owners (Excluding Victor List)
1 Not at all important
3%
2%
2
0%
2%
3
5%
3%
4 Neutral
21%
23%
5
37%
21%
6
21%
23%
7 Extremely important
13%
25%
8.5 No
Fillers Crosstabs
Dog Activity Level
Response
Very active
Moderately active
Slightly active
Not active
1 Not at all important
2%
1%
2%
0%
2
1%
1%
2%
5%
3
2%
4%
5%
2%
4 Neutral
15%
21%
19%
31%
5
17%
20%
19%
22%
6
21%
22%
24%
19%
7 Extremely important
40%
31%
30%
22%
Victor Purchasers
Response
Have Purchased Victor
Have not Purchased Victor
1 Not at all important
1%
2%
2
0%
2%
3
2%
3%
4 Neutral
15%
19%
5
21%
19%
6
29%
21%
7 Extremely important
33%
35%
Aware of Recall
Response
Aware of Recall
Unaware of Recall
1 Not at all important
0%
2%
2
1%
1%
3
1%
3%
4 Neutral
16%
18%
5
19%
19%
6
37%
21%
7 Extremely important
26%
35%
Victor Recall List
Response
Victor Recall List
Dog Owners (Excluding Victor List)
1 Not at all important
0%
2%
2
3%
1%
3
0%
3%
4 Neutral
21%
18%
5
24%
19%
6
26%
22%
7 Extremely important
26%
35%
8.6 High
Protein Crosstabs
Dog Activity Level
Response
Very active
Moderately active
Slightly active
Not active
1 Not at all important
2%
1%
2%
0%
2
1%
1%
2%
5%
3
2%
2%
3%
5%
4 Neutral
12%
18%
20%
32%
5
17%
25%
26%
25%
6
25%
27%
26%
12%
7 Extremely important
42%
26%
21%
20%
Victor Purchasers
Response
Have Purchased Victor
Have not Purchased Victor
1 Not at all important
0%
2%
2
0%
1%
3
2%
2%
4 Neutral
11%
16%
5
26%
21%
6
28%
26%
7 Extremely important
32%
32%
Aware of Recall
Response
Aware of Recall
Unaware of Recall
1 Not at all important
0%
2%
2
1%
1%
3
2%
2%
4 Neutral
12%
16%
5
20%
21%
6
33%
25%
7 Extremely important
32%
32%
Victor Recall List
Response
Victor Recall List
Dog Owners (Excluding Victor List)
1 Not at all important
0%
2%
2
0%
1%
3
0%
2%
4 Neutral
16%
16%
5
26%
21%
6
29%
26%
7 Extremely important
29%
32%
8.7 No
Corn, Wheat, Or Soy Crosstabs
Dog Activity Level
Response
Very active
Moderately active
Slightly active
Not active
1 Not at all important
4%
4%
5%
3%
2
2%
3%
4%
3%
3
4%
6%
6%
7%
4 Neutral
27%
31%
26%
34%
5
15%
18%
19%
20%
6
18%
16%
16%
10%
7 Extremely important
30%
22%
24%
22%
Victor Purchasers
Response
Have Purchased Victor
Have not Purchased Victor
1 Not at all important
5%
4%
2
1%
3%
3
5%
5%
4 Neutral
20%
29%
5
17%
17%
6
24%
16%
7 Extremely important
29%
25%
Aware of Recall
Response
Aware of Recall
Unaware of Recall
1 Not at all important
3%
4%
2
2%
3%
3
4%
5%
4 Neutral
18%
29%
5
15%
17%
6
24%
17%
7 Extremely important
34%
25%
Victor Recall List
Response
Victor Recall List
Dog Owners (Excluding Victor List)
1 Not at all important
11%
4%
2
3%
3%
3
11%
5%
4 Neutral
21%
29%
5
18%
17%
6
16%
17%
7 Extremely important
21%
25%
8.8
Trusted Sourcing And Suppliers Crosstabs
Dog Activity Level
Response
Very active
Moderately active
Slightly active
Not active
1 Not at all important
2%
2%
1%
2%
2
1%
1%
1%
3%
3
2%
2%
3%
0%
4 Neutral
12%
14%
13%
29%
5
17%
20%
22%
14%
6
23%
27%
26%
29%
7 Extremely important
43%
34%
33%
24%
Victor Purchasers
Response
Have Purchased Victor
Have not Purchased Victor
1 Not at all important
1%
2%
2
0%
1%
3
3%
2%
4 Neutral
6%
14%
5
14%
19%
6
36%
25%
7 Extremely important
40%
38%
Aware of Recall
Response
Aware of Recall
Unaware of Recall
1 Not at all important
1%
2%
2
0%
1%
3
1%
2%
4 Neutral
7%
14%
5
14%
19%
6
32%
25%
7 Extremely important
45%
38%
Victor Recall List
Response
Victor Recall List
Dog Owners (Excluding Victor List)
1 Not at all important
3%
2%
2
0%
1%
3
0%
2%
4 Neutral
8%
13%
5
18%
19%
6
29%
25%
7 Extremely important
42%
38%
8.9
Product Is Formulated For The Right Size Of Dog. Ex: Large Breed Or
Small Breed Crosstabs
Dog Activity Level
Response
Very active
Moderately active
Slightly active
Not active
1 Not at all important
1%
2%
2%
0%
2
1%
2%
3%
3%
3
2%
3%
5%
7%
4 Neutral
15%
18%
19%
31%
5
16%
23%
18%
20%
6
25%
27%
26%
15%
7 Extremely important
40%
24%
26%
24%
Victor Purchasers
Response
Have Purchased Victor
Have not Purchased Victor
1 Not at all important
2%
2%
2
2%
2%
3
3%
3%
4 Neutral
15%
17%
5
20%
19%
6
29%
26%
7 Extremely important
28%
32%
Aware of Recall
Response
Aware of Recall
Unaware of Recall
1 Not at all important
3%
2%
2
2%
2%
3
3%
3%
4 Neutral
16%
17%
5
18%
19%
6
31%
26%
7 Extremely important
27%
32%
Victor Recall List
Response
Victor Recall List
Dog Owners (Excluding Victor List)
1 Not at all important
8%
2%
2
3%
2%
3
5%
3%
4 Neutral
18%
17%
5
18%
19%
6
24%
26%
7 Extremely important
24%
32%
8.10
Product Is Formulated For The Right Age Of Dog. Ex: Puppy, Senior, Adult
Crosstabs
Dog Activity Level
Response
Very active
Moderately active
Slightly active
Not active
1 Not at all important
1%
2%
1%
3%
2
1%
2%
4%
5%
3
3%
3%
5%
8%
4 Neutral
13%
15%
17%
22%
5
17%
25%
21%
29%
6
23%
28%
27%
17%
7 Extremely important
42%
26%
25%
15%
Victor Purchasers
Response
Have Purchased Victor
Have not Purchased Victor
1 Not at all important
2%
1%
2
2%
2%
3
4%
3%
4 Neutral
14%
15%
5
27%
21%
6
22%
26%
7 Extremely important
27%
33%
Aware of Recall
Response
Aware of Recall
Unaware of Recall
1 Not at all important
3%
1%
2
2%
2%
3
6%
3%
4 Neutral
15%
15%
5
24%
21%
6
23%
26%
7 Extremely important
27%
33%
Victor Recall List
Response
Victor Recall List
Dog Owners (Excluding Victor List)
1 Not at all important
3%
1%
2
3%
2%
3
5%
3%
4 Neutral
21%
15%
5
34%
21%
6
16%
26%
7 Extremely important
18%
33%
8.11 Made
In The Usa Crosstabs
Dog Activity Level
Response
Very active
Moderately active
Slightly active
Not active
1 Not at all important
4%
3%
4%
7%
2
2%
3%
3%
5%
3
2%
3%
2%
3%
4 Neutral
18%
19%
18%
31%
5
13%
14%
19%
10%
6
19%
22%
20%
20%
7 Extremely important
41%
36%
34%
24%
Victor Purchasers
Response
Have Purchased Victor
Have not Purchased Victor
1 Not at all important
3%
4%
2
1%
3%
3
2%
3%
4 Neutral
7%
19%
5
21%
14%
6
30%
20%
7 Extremely important
36%
38%
Aware of Recall
Response
Aware of Recall
Unaware of Recall
1 Not at all important
3%
4%
2
2%
3%
3
1%
3%
4 Neutral
9%
19%
5
15%
14%
6
32%
20%
7 Extremely important
38%
38%
Victor Recall List
Response
Victor Recall List
Dog Owners (Excluding Victor List)
1 Not at all important
3%
4%
2
5%
3%
3
3%
2%
4 Neutral
8%
19%
5
18%
14%
6
16%
21%
7 Extremely important
47%
38%
8.12
Amount Of Meat Protein. Ex: 85% Protein From Meat Crosstabs
Dog Activity Level
Response
Very active
Moderately active
Slightly active
Not active
1 Not at all important
1%
1%
2%
2%
2
1%
1%
1%
5%
3
2%
2%
3%
8%
4 Neutral
13%
17%
19%
32%
5
18%
23%
29%
25%
6
27%
29%
22%
12%
7 Extremely important
37%
26%
24%
15%
Victor Purchasers
Response
Have Purchased Victor
Have not Purchased Victor
1 Not at all important
0%
1%
2
1%
1%
3
0%
2%
4 Neutral
11%
16%
5
26%
21%
6
35%
27%
7 Extremely important
28%
31%
Aware of Recall
Response
Aware of Recall
Unaware of Recall
1 Not at all important
0%
1%
2
0%
1%
3
1%
2%
4 Neutral
10%
16%
5
22%
21%
6
38%
26%
7 Extremely important
29%
31%
Victor Recall List
Response
Victor Recall List
Dog Owners (Excluding Victor List)
1 Not at all important
0%
1%
2
0%
1%
3
0%
2%
4 Neutral
13%
16%
5
26%
21%
6
29%
27%
7 Extremely important
32%
31%
8.13
Knowing That Meat Is The First Ingredient. Ex: #1 Ingredient Is Real
Chicken, Or #1 Ingredient Is Real Beef Crosstabs
Dog Activity Level
Response
Very active
Moderately active
Slightly active
Not active
1 Not at all important
2%
1%
2%
0%
2
1%
1%
1%
5%
3
3%
2%
3%
7%
4 Neutral
12%
13%
11%
24%
5
13%
16%
22%
14%
6
26%
28%
19%
25%
7 Extremely important
43%
38%
42%
25%
Victor Purchasers
Response
Have Purchased Victor
Have not Purchased Victor
1 Not at all important
0%
2%
2
1%
1%
3
1%
3%
4 Neutral
8%
13%
5
17%
15%
6
30%
26%
7 Extremely important
44%
40%
Aware of Recall
Response
Aware of Recall
Unaware of Recall
1 Not at all important
1%
2%
2
0%
1%
3
1%
3%
4 Neutral
5%
13%
5
18%
15%
6
32%
26%
7 Extremely important
43%
40%
Victor Recall List
Response
Victor Recall List
Dog Owners (Excluding Victor List)
1 Not at all important
0%
2%
2
0%
1%
3
3%
3%
4 Neutral
8%
13%
5
16%
15%
6
34%
26%
7 Extremely important
39%
40%
8.14
Quality Or Safe Food Guarantee Crosstabs
Dog Activity Level
Response
Very active
Moderately active
Slightly active
Not active
1 Not at all important
1%
2%
1%
2%
2
1%
1%
1%
3%
3
1%
1%
1%
2%
4 Neutral
7%
8%
7%
14%
5
12%
15%
16%
15%
6
22%
27%
23%
29%
7 Extremely important
55%
45%
50%
36%
Victor Purchasers
Response
Have Purchased Victor
Have not Purchased Victor
1 Not at all important
1%
1%
2
1%
1%
3
2%
1%
4 Neutral
3%
8%
5
12%
14%
6
33%
24%
7 Extremely important
48%
50%
Aware of Recall
Response
Aware of Recall
Unaware of Recall
1 Not at all important
1%
1%
2
0%
1%
3
1%
1%
4 Neutral
2%
8%
5
14%
14%
6
37%
24%
7 Extremely important
45%
50%
Victor Recall List
Response
Victor Recall List
Dog Owners (Excluding Victor List)
1 Not at all important
0%
1%
2
0%
1%
3
3%
1%
4 Neutral
8%
8%
5
8%
14%
6
37%
24%
7 Extremely important
45%
50%
9 Frequency of Dog Food
Purchases
How often do you purchase dog food? (N = 2,719)
Response
Percent
Weekly
18%
Every other week
31%
About once a month
45%
A few times a year
5%
9.1
Crosstabs
Dog Activity Level
Response
Very active
Moderately active
Slightly active
Not active
Weekly
25%
15%
6%
7%
Every other week
33%
33%
22%
15%
About once a month
39%
47%
61%
63%
A few times a year
3%
6%
11%
15%
Victor Purchasers
Response
Have Purchased Victor
Have not Purchased Victor
Weekly
23%
18%
Every other week
26%
31%
About once a month
44%
45%
A few times a year
7%
5%
Aware of Recall
Response
Aware of Recall
Unaware of Recall
Weekly
26%
18%
Every other week
25%
31%
About once a month
46%
45%
A few times a year
3%
6%
Victor Recall List
Response
Victor Recall List
Dog Owners (Excluding Victor List)
Weekly
5%
18%
Every other week
24%
31%
About once a month
66%
45%
A few times a year
5%
5%
10 Primary Shopping
Locations for Dog Food
Where do you primarily purchase your dog’s food? Select all that
apply. (N = 2,719)
Item
Selected
Large in-store food/mass/club retailer (e.g., Walmart, Target, Costco)
57%
Large pet chain (e.g., Petco, PetSmart)
31%
Online pet retailer (e.g., Chewy)
27%
Amazon
22%
Local pet store (e.g., Pet Supplies Plus, Hollywood Feed)
19%
Large in-store farm/feed retailer (e.g., Tractor Supply, Atwood’s)
18%
Local feed store
10%
Other
6%
I don’t remember
0%
10.1
Crosstabs
Dog Activity Level
Response
Very active
Moderately active
Slightly active
Not active
Large in-store food/mass/club retailer (e.g., Walmart, Target, Costco)
58%
57%
51%
61%
Large pet chain (e.g., Petco, PetSmart)
37%
27%
21%
20%
Online pet retailer (e.g., Chewy)
30%
25%
23%
20%
Amazon
24%
21%
19%
24%
Large in-store farm/feed retailer (e.g., Tractor Supply, Atwood’s)
24%
15%
11%
3%
Local pet store (e.g., Pet Supplies Plus, Hollywood Feed)
23%
17%
13%
15%
Local feed store
13%
9%
3%
5%
Other
4%
7%
10%
7%
I don’t remember
0%
0%
0%
0%
Victor Purchasers
Response
Have Purchased Victor
Have not Purchased Victor
Large in-store farm/feed retailer (e.g., Tractor Supply, Atwood’s)
46%
17%
Online pet retailer (e.g., Chewy)
37%
27%
Large in-store food/mass/club retailer (e.g., Walmart, Target, Costco)
36%
58%
Large pet chain (e.g., Petco, PetSmart)
31%
31%
Local pet store (e.g., Pet Supplies Plus, Hollywood Feed)
31%
18%
Amazon
30%
22%
Local feed store
26%
9%
Other
3%
6%
I don’t remember
1%
0%
Aware of Recall
Response
Aware of Recall
Unaware of Recall
Large in-store farm/feed retailer (e.g., Tractor Supply, Atwood’s)
41%
17%
Online pet retailer (e.g., Chewy)
40%
27%
Local pet store (e.g., Pet Supplies Plus, Hollywood Feed)
38%
18%
Large in-store food/mass/club retailer (e.g., Walmart, Target, Costco)
33%
58%
Large pet chain (e.g., Petco, PetSmart)
31%
31%
Local feed store
26%
9%
Amazon
23%
22%
Other
4%
6%
I don’t remember
0%
0%
Victor Recall List
Response
Victor Recall List
Dog Owners (Excluding Victor List)
Large in-store farm/feed retailer (e.g., Tractor Supply, Atwood’s)
45%
18%
Online pet retailer (e.g., Chewy)
34%
27%
Local feed store
29%
10%
Local pet store (e.g., Pet Supplies Plus, Hollywood Feed)
26%
19%
Large in-store food/mass/club retailer (e.g., Walmart, Target, Costco)
13%
58%
Amazon
13%
22%
Large pet chain (e.g., Petco, PetSmart)
11%
31%
Other
3%
6%
I don’t remember
0%
0%
11 Brand Awareness and
Use
Responses compiled from the following questions: 1. Which of the following dog food brands have you heard
of? 2. From which of the following dog food brands
have you ever considered purchasing? 3. From which
of the following dog food brands have you ever purchased? 3. Which of the following dog food brands have you purchased in
the last 3-4 months? 3. Which of the following
brands do you consider to be your primary dog food brand today? 3. Which of the following dog food brands do you plan to
purchase in the future?
Note: Percentages are out of all respondents.
(N=2,719)
Brand
Aware of brand
Ever considered brand
Ever purchased brand
Purchased brand recently
Current Primary Brand
Would Purchase Again
Pedigree
78%
40%
5%
21%
18%
22%
Blue Buffalo
77%
49%
2%
18%
18%
21%
ONE (Purina)
74%
39%
2%
17%
11%
19%
Pro Plan (Purina)
67%
35%
1%
13%
11%
15%
ALPO (Purina)
66%
20%
30%
7%
3%
8%
Hill’s Science Diet
64%
31%
3%
9%
6%
11%
Rachael Ray Nutrish
60%
27%
24%
9%
6%
10%
Royal Canin
47%
20%
2%
5%
3%
6%
Taste of the Wild
46%
23%
2%
7%
5%
8%
Diamond
32%
13%
3%
4%
4%
5%
NutriSource
31%
9%
6%
3%
2%
3%
Wellness
27%
11%
1%
3%
1%
3%
Merrick
25%
11%
19%
2%
2%
3%
Nature’s Logic
21%
7%
3%
2%
2%
2%
CANIDAE
18%
6%
33%
1%
1%
2%
Victor Pet Food
12%
6%
4%
3%
2%
3%
4health
10%
4%
3%
2%
1%
2%
Fromm
9%
4%
8%
1%
1%
1%
PRO PAC
9%
2%
33%
1%
1%
1%
Earthborn Holistic
8%
4%
6%
1%
1%
1%
American Journey
8%
3%
3%
2%
1%
2%
Retriever
8%
3%
17%
1%
1%
1%
SPORTMIX
5%
2%
11%
1%
1%
1%
Next Level
5%
2%
14%
1%
0%
1%
None of the above
2%
0%
15%
0%
0%
0%
12 Current Dog Food
Brand
Note: This question only shown to respondents who had not heard
of any dog food brands listed in previous question. Question was
open-ended. All unique responses shown below.
All Responses
4health
Acana
Aspire
Authority
Beneficial
Berkeley Jenson
Bixbi Liberty salmon
Ceasers
Fresh pet
Fromm
Gentle giants
Gravy train
Great value
Heb adult complete
Hi protein
Iams
Kibble and Bits
Kirkland
Nature’s recipe
Olroy
P a w t r e e
Pedigree
Pedigree high protein
Pet food
Pro Balance
Purina
Retever
Stella
True Acrue
beneful
farmers choice
purina one
13 Reasons for Multiple
Dog Food Brand Purchases
Note: This question only shown to respondents who purchased more
than one brand of dog food in the last 3-4 months.
Which of the following reasons, if any, explain why you purchased
multiple brands of dog food in the last 3-4 months? Select all that
apply. (N = 770)
Item
Selected
I switch brands because my dog can be picky
44%
I have a favorite brand but can’t afford it at every purchase
30%
I have multiple dogs with varying dietary requirements
27%
I purchase whatever brand is on sale
25%
My dog’s dietary needs change seasonally (on and off season)
21%
Other
8%
13.1
Crosstabs
Dog Activity Level
Response
Very active
Moderately active
Slightly active
Not active
I switch brands because my dog can be picky
46%
43%
43%
0%
I have a favorite brand but can’t afford it at every purchase
28%
33%
36%
40%
I have multiple dogs with varying dietary requirements
28%
28%
15%
20%
I purchase whatever brand is on sale
26%
22%
30%
20%
My dog’s dietary needs change seasonally (on and off season)
26%
16%
15%
40%
Other
7%
9%
9%
0%
Victor Purchasers
Response
Have Purchased Victor
Have not Purchased Victor
I have multiple dogs with varying dietary requirements
41%
26%
I switch brands because my dog can be picky
41%
45%
My dog’s dietary needs change seasonally (on and off season)
33%
20%
I have a favorite brand but can’t afford it at every purchase
33%
30%
I purchase whatever brand is on sale
22%
25%
Other
13%
7%
Aware of Recall
Response
Aware of Recall
Unaware of Recall
I switch brands because my dog can be picky
47%
44%
I have a favorite brand but can’t afford it at every purchase
36%
30%
I have multiple dogs with varying dietary requirements
36%
26%
I purchase whatever brand is on sale
24%
25%
My dog’s dietary needs change seasonally (on and off season)
18%
22%
Other
13%
7%
Victor Recall List
Response
Victor Recall List
Dog Owners (Excluding Victor List)
I have multiple dogs with varying dietary requirements
41%
27%
Other
35%
7%
I switch brands because my dog can be picky
35%
45%
I have a favorite brand but can’t afford it at every purchase
12%
31%
I purchase whatever brand is on sale
6%
25%
My dog’s dietary needs change seasonally (on and off season)
0%
22%
14 NPS Scores
Note: Respondents only asked to review brands they have
purchased. N values for each brand displayed in table below.
Below are the dog food brands you listed as having purchased in the
past. On a scale from 0-10, how likely are you to recommend each of the
following dog food brands to a friend or family member? Note: A 0
indicates not at all likely and a 10 indicates extremely likely.
Brand
Detractor
Passive
Promoter
NPS
N
Victor Pet Food
14
21
64
50
121
4health
14
22
64
50
74
Earthborn Holistic
14
23
63
49
49
Fromm
13
28
59
46
76
American Journey
14
27
59
45
59
Blue Buffalo
14
27
59
45
887
NutriSource
10
36
55
45
136
Next Level
12
31
57
45
32
Retriever
10
37
53
43
47
Royal Canin
14
29
57
43
294
SPORTMIX
16
25
59
43
41
Nature’s Logic
18
24
58
40
89
Wellness
15
30
55
40
157
Pro Plan (Purina)
15
31
54
39
652
Hill’s Science Diet
18
26
56
38
511
CANIDAE
15
33
52
37
83
Diamond
15
31
52
37
212
Taste of the Wild
17
29
54
37
371
Pedigree
18
29
53
35
909
ONE (Purina)
19
28
53
34
814
PRO PAC
18
30
51
33
31
Merrick
20
31
49
29
153
Rachael Ray Nutrish
23
30
48
25
471
ALPO (Purina)
26
33
41
15
398
15 Factors Influencing
Recommendations of Dog Food
Note: Respondents only asked about brands they were likely to
recommend to others (responded 5 or higher to NPS question).
Item
Victor Pet Food (N=113)
Nature’s Logic (N=84)
4health (N=71)
American Journey (N=59)
Blue Buffalo (N=848)
CANIDAE (N=83)
Diamond (N=200)
Fromm (N=74)
Hill's Science Diet (N=488)
Merrick (N=145)
NutriSource (N=131)
Pedigree (N=856)
PRO PAC (N=29)
Pro Plan (Purina) (N=630)
Rachael Ray Nutrish (N=439)
Retriever (N=44)
Royal Canin (N=287)
SPORTMIX (N=40)
Taste of the Wild (N=358)
Next Level (N=31)
Wellness (N=155)
Earthborn Holistic (N=46)
ONE (Purina) (N=775)
ALPO (Purina) (N=375)
My dog(s) like it
72%
56%
61%
64%
75%
64%
71%
66%
69%
68%
56%
73%
69%
78%
76%
68%
65%
65%
74%
61%
69%
78%
77%
75%
My dog(s) perform well on it
62%
50%
59%
49%
55%
49%
59%
50%
59%
46%
56%
50%
28%
57%
46%
41%
53%
67%
54%
61%
52%
54%
53%
49%
Consistently high quality products
58%
50%
49%
54%
60%
53%
58%
68%
61%
60%
60%
41%
62%
53%
54%
36%
60%
55%
63%
55%
59%
46%
50%
42%
Great value for the price
50%
56%
61%
59%
36%
36%
48%
23%
32%
38%
40%
62%
41%
49%
47%
66%
37%
57%
42%
71%
43%
46%
55%
63%
Positive experiences with customer service
34%
37%
31%
37%
20%
24%
20%
19%
17%
22%
31%
16%
38%
15%
11%
16%
26%
30%
19%
52%
26%
22%
13%
16%
Competitive pricing
34%
26%
46%
44%
26%
29%
40%
18%
26%
34%
32%
46%
48%
39%
39%
55%
28%
52%
25%
42%
35%
22%
41%
44%
Frequent promotions and discounts
21%
36%
23%
37%
20%
27%
19%
12%
16%
19%
26%
23%
45%
20%
23%
25%
22%
30%
16%
58%
25%
17%
22%
25%
Ethical and sustainable business practices
19%
30%
23%
36%
24%
27%
24%
22%
18%
22%
22%
13%
31%
16%
21%
20%
24%
30%
26%
32%
25%
35%
14%
15%
Brand resonates with me and my lifestyle
17%
19%
31%
25%
20%
25%
19%
20%
17%
19%
19%
14%
34%
14%
19%
36%
22%
28%
24%
39%
25%
30%
16%
16%
Philanthropic giving
11%
12%
11%
17%
9%
18%
9%
7%
8%
14%
11%
7%
10%
7%
11%
16%
9%
25%
8%
23%
11%
26%
7%
7%
Other
1%
0%
0%
0%
0%
2%
1%
1%
5%
1%
1%
1%
3%
2%
1%
0%
4%
3%
1%
0%
1%
2%
1%
1%
16 Reasons for
Non-Purchase of Victor Pet Food
Note: This question only shown to respondents who had heard of
Victor Pet Food but not purchased any Victor products.
You indicated that you have heard of Victor Pet Food but have never
purchased their products. What is the main reason for this? Select all
that apply. (N = 198)
Item
Selected
My dog does well on their current food
38%
Preference for another brand
31%
Too expensive
28%
Concerns about product quality
22%
Not available where I shop
20%
Does not align with my pets needs
10%
I’m not sure
8%
Other
2%
16.1
Crosstabs
Dog Activity Level
Response
Very active
Moderately active
Slightly active
Not active
My dog does well on their current food
47%
30%
29%
25%
Concerns about product quality
32%
12%
12%
0%
Preference for another brand
31%
32%
29%
25%
Too expensive
28%
30%
24%
25%
Not available where I shop
20%
25%
6%
0%
Does not align with my pets needs
10%
10%
6%
25%
I’m not sure
6%
10%
6%
25%
Other
1%
1%
12%
0%
Aware of Recall
Response
Aware of Recall
Unaware of Recall
My dog does well on their current food
59%
34%
Concerns about product quality
47%
16%
Preference for another brand
35%
30%
Too expensive
21%
30%
Not available where I shop
9%
23%
Does not align with my pets needs
3%
12%
I’m not sure
3%
9%
Other
0%
2%
17 Discovery of Victor
Pet Food
Note: This question only shown to respondents who have ever
purchased Victor Pet Food products.
Where did you first discover Victor Pet Food? (N = 121)
Response
Percent
Online search for dog food (e.g., Chewy.com, Amazon)
17%
Recommendation from a friend, family member, or fellow dog owner
17%
Recommendation from a breeder or trainer
17%
Browsing in a physical store
12%
Recommendation from a veterinarian
10%
Recommendation from an employee at a physical store
9%
Social media post / blog post (non-advertisement)
7%
Paid advertisement on a social media site / blog / website
2%
Recommendation from a shelter
2%
Non-Internet advertisement (e.g., TV, radio, physical sign or billboard,
etc.)
1%
Other
5%
I don’t remember
1%
17.1
Crosstabs
Dog Activity Level
Response
Very active
Moderately active
Slightly active
Not active
Browsing in a physical store
8%
14%
20%
0%
Recommendation from an employee at a physical store
10%
8%
10%
0%
Online search for dog food (e.g., Chewy.com, Amazon)
13%
17%
40%
0%
Social media post / blog post (non-advertisement)
8%
7%
0%
0%
Paid advertisement on a social media site / blog / website
4%
2%
0%
0%
Non-Internet advertisement (e.g., TV, radio, physical sign or billboard,
etc.)
2%
0%
0%
0%
Recommendation from a friend, family member, or fellow dog owner
15%
19%
20%
0%
Recommendation from a veterinarian
12%
10%
0%
0%
Recommendation from a breeder or trainer
23%
12%
10%
0%
Recommendation from a shelter
2%
3%
0%
0%
Other
4%
7%
0%
0%
I don’t remember
0%
2%
0%
0%
Recent Purchasers
Response
Purchased within last 3-4 months
Purchased, but not recently
Browsing in a physical store
5%
23%
Recommendation from an employee at a physical store
8%
12%
Online search for dog food (e.g., Chewy.com, Amazon)
19%
14%
Social media post / blog post (non-advertisement)
6%
7%
Paid advertisement on a social media site / blog / website
3%
2%
Non-Internet advertisement (e.g., TV, radio, physical sign or billboard,
etc.)
1%
0%
Recommendation from a friend, family member, or fellow dog owner
17%
19%
Recommendation from a veterinarian
15%
0%
Recommendation from a breeder or trainer
18%
14%
Recommendation from a shelter
3%
2%
Other
5%
5%
I don’t remember
0%
2%
Aware of Recall
Response
Aware of Recall
Unaware of Recall
Browsing in a physical store
5%
20%
Recommendation from an employee at a physical store
11%
7%
Online search for dog food (e.g., Chewy.com, Amazon)
12%
24%
Social media post / blog post (non-advertisement)
3%
11%
Paid advertisement on a social media site / blog / website
2%
4%
Non-Internet advertisement (e.g., TV, radio, physical sign or billboard,
etc.)
0%
2%
Recommendation from a friend, family member, or fellow dog owner
17%
18%
Recommendation from a veterinarian
15%
4%
Recommendation from a breeder or trainer
24%
7%
Recommendation from a shelter
5%
0%
Other
8%
2%
I don’t remember
0%
2%
Victor Recall List
Response
Victor Recall List
Dog Owners (Excluding Victor List)
Browsing in a physical store
6%
14%
Recommendation from an employee at a physical store
11%
8%
Online search for dog food (e.g., Chewy.com, Amazon)
17%
17%
Social media post / blog post (non-advertisement)
6%
7%
Paid advertisement on a social media site / blog / website
0%
3%
Non-Internet advertisement (e.g., TV, radio, physical sign or billboard,
etc.)
0%
1%
Recommendation from a friend, family member, or fellow dog owner
23%
15%
Recommendation from a veterinarian
0%
14%
Recommendation from a breeder or trainer
23%
14%
Recommendation from a shelter
6%
1%
Other
9%
3%
I don’t remember
0%
1%
18 Brand Loyalty to
Victor Pet Food
Note: This question only shown to respondents who have ever
purchased Victor Pet Food products.
How would you describe your brand loyalty to Victor Pet Food? (N =
121)
Response
Percent
It’s my favorite brand for what I use it for
39%
It’s one of 2-3 brands that I prefer to use
37%
It’s not my favorite/preferred brand
9%
I have stopped purchasing the brand
15%
18.1
Crosstabs
Dog Activity Level
Response
Very active
Moderately active
Slightly active
Not active
It’s my favorite brand for what I use it for
38%
44%
10%
0%
It’s one of 2-3 brands that I prefer to use
44%
32%
30%
0%
It’s not my favorite/preferred brand
2%
8%
50%
0%
I have stopped purchasing the brand
15%
15%
10%
0%
Recent Purchasers
Response
Purchased within last 3-4 months
Purchased, but not recently
It’s my favorite brand for what I use it for
55%
9%
It’s one of 2-3 brands that I prefer to use
38%
35%
It’s not my favorite/preferred brand
5%
16%
I have stopped purchasing the brand
1%
40%
Aware of Recall
Response
Aware of Recall
Unaware of Recall
It’s my favorite brand for what I use it for
42%
35%
It’s one of 2-3 brands that I prefer to use
29%
47%
It’s not my favorite/preferred brand
11%
7%
I have stopped purchasing the brand
18%
11%
Victor Recall List
Response
Victor Recall List
Dog Owners (Excluding Victor List)
It’s my favorite brand for what I use it for
49%
35%
It’s one of 2-3 brands that I prefer to use
23%
43%
It’s not my favorite/preferred brand
9%
9%
I have stopped purchasing the brand
20%
13%
19 Initial Reasons for
Trying Victor Pet Food
Note: This question only shown to respondents who have ever
purchased Victor Pet Food products.
What were the main reasons that you first tried Victor Pet Food?
Select all that apply. (N = 121)
Item
Selected
High quality ingredients
68%
Product reviews
41%
I thought my dog would like the taste
32%
Availability - it’s at the store where I shop
26%
It was on sale / discount / coupon
26%
It seemed like it would improve my dog’s energy levels
25%
The brand I usually purchase was not available
16%
Other
15%
None of the above
1%
19.1
Crosstabs
Dog Activity Level
Response
Very active
Moderately active
Slightly active
High quality ingredients
63%
73%
60%
Product reviews
40%
47%
10%
I thought my dog would like the taste
33%
36%
10%
It seemed like it would improve my dog’s energy levels
33%
15%
40%
It was on sale / discount / coupon
31%
17%
50%
The brand I usually purchase was not available
29%
7%
0%
Availability - it’s at the store where I shop
23%
32%
10%
Other
15%
14%
20%
None of the above
0%
2%
0%
Recent Purchasers
Response
Purchased within last 3-4 months
Purchased, but not recently
High quality ingredients
78%
49%
Product reviews
47%
30%
I thought my dog would like the taste
40%
19%
Availability - it’s at the store where I shop
32%
16%
It was on sale / discount / coupon
29%
19%
It seemed like it would improve my dog’s energy levels
29%
16%
The brand I usually purchase was not available
15%
16%
Other
12%
21%
None of the above
0%
2%
Aware of Recall
Response
Aware of Recall
Unaware of Recall
High quality ingredients
62%
75%
Product reviews
41%
42%
I thought my dog would like the taste
30%
35%
Availability - it’s at the store where I shop
30%
22%
It seemed like it would improve my dog’s energy levels
26%
24%
Other
23%
5%
It was on sale / discount / coupon
15%
38%
The brand I usually purchase was not available
14%
18%
None of the above
0%
2%
Victor Recall List
Response
Victor Recall List
Dog Owners (Excluding Victor List)
High quality ingredients
66%
69%
Product reviews
46%
40%
Availability - it’s at the store where I shop
43%
20%
I thought my dog would like the taste
29%
34%
Other
26%
10%
It seemed like it would improve my dog’s energy levels
23%
26%
It was on sale / discount / coupon
14%
30%
The brand I usually purchase was not available
6%
20%
None of the above
0%
1%
20 Price Comparison of
Victor Pet Food
Note: This question only shown to respondents who have ever
purchased Victor Pet Food products.
How does Victor Pet Food compare to the price point of other dog
food brands you have tried? (N = 121)
Response
Percent
Victor Pet Food is more expensive
30%
Victor Pet Food is about the same price
40%
Victor Pet Food is less expensive
27%
I have not tried other dog food brands
2%
20.1
Crosstabs
Dog Activity Level
Response
Very active
Moderately active
Slightly active
Not active
Victor Pet Food is more expensive
27%
32%
30%
0%
Victor Pet Food is about the same price
40%
36%
70%
0%
Victor Pet Food is less expensive
31%
29%
0%
0%
I have not tried other dog food brands
2%
3%
0%
0%
Recent Purchasers
Response
Purchased within last 3-4 months
Purchased, but not recently
Victor Pet Food is more expensive
22%
44%
Victor Pet Food is about the same price
45%
33%
Victor Pet Food is less expensive
32%
19%
I have not tried other dog food brands
1%
5%
Aware of Recall
Response
Aware of Recall
Unaware of Recall
Victor Pet Food is more expensive
21%
40%
Victor Pet Food is about the same price
44%
36%
Victor Pet Food is less expensive
33%
20%
I have not tried other dog food brands
2%
4%
Victor Recall List
Response
Victor Recall List
Dog Owners (Excluding Victor List)
Victor Pet Food is more expensive
34%
28%
Victor Pet Food is about the same price
43%
40%
Victor Pet Food is less expensive
23%
29%
I have not tried other dog food brands
0%
3%
21 Favorite things about
Victor Pet Food
Note: Open-ended responses analyzed using an LLM (Large Language
Model). Common themes from the data and example responses within each
theme shown below.
What do you like most about Victor Pet Food? (N = 121)
Theme
Highlighted Responses
Quality and Ingredients
It uses good ingredients, no fillers, no junk that bad for my dog and NO
PEAS.
Very high quality food, good sized kibbles even for large dogs, my dogs
love it!!
High quality healthy ingredients.
Positive Effects on Dogs
My dogs do extremely well on it. Everyone is amazed by how good their
coats look, how their breath doesn’t smell, etc.
My dog had a lot of allergic reactions to other previous brands. We just
kept switching high end dog foods until we found Victor. He had no
reactions and has been on it now for 7 years.
It doesn’t make my dog sick. I’ve tried nearly every high quality brand
on the market, this is the only one that doesn’t make him throw up.
Trust and Brand Loyalty
It’s a brand I trust and my dog loves it. High quality ingredients.
I love the quality of Victor and the great nutritional benefits it
offers for my dog. This is a company and brand I know I can trust.
Victor Pet Food is manufactured in the USA, and they maintain strict
quality control standards.
Value and Affordability
Great overall value for the price.
Quality for cost value.
I think it is slightly less expensive than other brands we would
consider. It is available at Fleet Farm. My dogs eat it consistently.
Product Availability and Variety
A variety of options depending on age, stage, and activity level.
Availability and pricing.
Different breed options.
22 Perception of the Pet
Food Industry
What is your general perception of the pet food industry? (N =
2,719)
Response
Percent
Very positive - I believe the industry consistently provides safe,
nutritious, and high-quality products that meet the needs of pets
24%
Mostly positive - Generally, I think the industry offers good products,
though there are some areas that could improve
44%
Neutral - I do not know enough about the pet food industry
19%
Mostly negative - I’m concerned about some practices within the
industry, such as ingredient sourcing and product safety, though there
are a few good brands
11%
Very negative - I am very critical of the industry, feeling it often
compromises on quality and transparency to the detriment of pet health
2%
22.1
Crosstabs
Dog Activity Level
Response
Very active
Moderately active
Slightly active
Not active
Very positive - I believe the industry consistently provides safe,
nutritious, and high-quality products that meet the needs of pets
37%
15%
7%
15%
Mostly positive - Generally, I think the industry offers good products,
though there are some areas that could improve
40%
49%
45%
36%
Neutral - I do not know enough about the pet food industry
15%
21%
29%
27%
Mostly negative - I’m concerned about some practices within the
industry, such as ingredient sourcing and product safety, though there
are a few good brands
7%
13%
16%
19%
Very negative - I am very critical of the industry, feeling it often
compromises on quality and transparency to the detriment of pet health
1%
2%
3%
3%
Victor Purchasers
Response
Have Purchased Victor
Have not Purchased Victor
Very positive - I believe the industry consistently provides safe,
nutritious, and high-quality products that meet the needs of pets
22%
24%
Mostly positive - Generally, I think the industry offers good products,
though there are some areas that could improve
45%
44%
Neutral - I do not know enough about the pet food industry
13%
20%
Mostly negative - I’m concerned about some practices within the
industry, such as ingredient sourcing and product safety, though there
are a few good brands
16%
11%
Very negative - I am very critical of the industry, feeling it often
compromises on quality and transparency to the detriment of pet health
3%
2%
Aware of Recall
Response
Aware of Recall
Unaware of Recall
Very positive - I believe the industry consistently provides safe,
nutritious, and high-quality products that meet the needs of pets
29%
23%
Mostly positive - Generally, I think the industry offers good products,
though there are some areas that could improve
41%
44%
Neutral - I do not know enough about the pet food industry
11%
20%
Mostly negative - I’m concerned about some practices within the
industry, such as ingredient sourcing and product safety, though there
are a few good brands
14%
11%
Very negative - I am very critical of the industry, feeling it often
compromises on quality and transparency to the detriment of pet health
5%
2%
Victor Recall List
Response
Victor Recall List
Dog Owners (Excluding Victor List)
Very positive - I believe the industry consistently provides safe,
nutritious, and high-quality products that meet the needs of pets
8%
24%
Mostly positive - Generally, I think the industry offers good products,
though there are some areas that could improve
42%
44%
Neutral - I do not know enough about the pet food industry
18%
19%
Mostly negative - I’m concerned about some practices within the
industry, such as ingredient sourcing and product safety, though there
are a few good brands
24%
11%
Very negative - I am very critical of the industry, feeling it often
compromises on quality and transparency to the detriment of pet health
8%
2%
23 Pre-Purchase
Activities for Dog Food
Which of the following, if any, do you do before selecting which dog
food to feed your pet? Select all that apply. (N = 2,719)
Item
Selected
Study the ingredients
55%
Research online (social media forums, retailer website, reviews, etc.)
48%
Ask my veterinarian
37%
Check recall history
24%
Ask friends or family
23%
Ask a store associate
13%
Ask the breeder where I got my dog
10%
None of the above
8%
Ask the shelter where I got my dog
7%
Other
2%
23.1
Crosstabs
Dog Activity Level
Response
Very active
Moderately active
Slightly active
Not active
Study the ingredients
52%
57%
57%
51%
Research online (social media forums, retailer website, reviews, etc.)
46%
49%
50%
36%
Ask my veterinarian
39%
37%
38%
22%
Ask friends or family
24%
23%
21%
25%
Check recall history
23%
26%
25%
15%
Ask a store associate
17%
11%
8%
3%
Ask the breeder where I got my dog
15%
8%
6%
5%
Ask the shelter where I got my dog
9%
6%
4%
5%
None of the above
8%
8%
10%
20%
Other
1%
2%
3%
5%
Victor Purchasers
Response
Have Purchased Victor
Have not Purchased Victor
Study the ingredients
66%
54%
Research online (social media forums, retailer website, reviews, etc.)
61%
47%
Check recall history
38%
24%
Ask friends or family
34%
23%
Ask my veterinarian
31%
38%
Ask the breeder where I got my dog
23%
10%
Ask a store associate
15%
13%
Ask the shelter where I got my dog
12%
7%
None of the above
5%
8%
Other
1%
2%
Aware of Recall
Response
Aware of Recall
Unaware of Recall
Study the ingredients
70%
54%
Research online (social media forums, retailer website, reviews, etc.)
51%
47%
Check recall history
42%
24%
Ask my veterinarian
39%
37%
Ask the breeder where I got my dog
28%
10%
Ask friends or family
23%
23%
Ask a store associate
22%
13%
Ask the shelter where I got my dog
13%
7%
None of the above
3%
8%
Other
1%
2%
Victor Recall List
Response
Victor Recall List
Dog Owners (Excluding Victor List)
Research online (social media forums, retailer website, reviews, etc.)
76%
47%
Study the ingredients
71%
55%
Check recall history
55%
24%
Ask my veterinarian
24%
38%
Ask friends or family
24%
23%
Ask the breeder where I got my dog
21%
10%
Ask a store associate
13%
13%
Ask the shelter where I got my dog
5%
7%
None of the above
5%
8%
Other
0%
2%
24 Types of Online
Research Before Purchasing Dog Food
Note: This question only shown to respondents who indicate that
they conduct online research before choosing dog food for their
pet.
You indicated that you conduct online research before choosing your
pet’s dog food. Which specific types of online research do you engage
in? Select all that apply. (N = 1,292)
Item
Selected
Dog food’s Brand Website
52%
Look at Amazon for product information and reviews
44%
3rd party review sites or blogs (e.g., Dog Food Advisor, Dogster, etc.)
42%
Look at Chewy for product information and reviews
41%
Review recent news stories
33%
Look at another store’s website for product information and reviews
30%
Forums, groups, or conversations on Facebook
26%
Forums on Reddit
20%
See what’s being said on Tik Tok
11%
See what’s being said on Instagram
10%
See what’s being said on X / Twitter
9%
None of the above
2%
24.1
Crosstabs
Dog Activity Level
Response
Very active
Moderately active
Slightly active
Not active
Dog food’s Brand Website
53%
51%
49%
71%
3rd party review sites or blogs (e.g., Dog Food Advisor, Dogster, etc.)
39%
42%
48%
62%
Look at Amazon for product information and reviews
38%
46%
58%
57%
Look at Chewy for product information and reviews
38%
42%
42%
67%
Review recent news stories
34%
33%
32%
33%
Look at another store’s website for product information and reviews
29%
30%
31%
43%
Forums, groups, or conversations on Facebook
29%
25%
23%
14%
Forums on Reddit
21%
20%
19%
19%
See what’s being said on Tik Tok
14%
9%
3%
5%
See what’s being said on X / Twitter
13%
6%
3%
0%
See what’s being said on Instagram
13%
9%
7%
5%
None of the above
2%
1%
1%
0%
Victor Purchasers
Response
Have Purchased Victor
Have not Purchased Victor
3rd party review sites or blogs (e.g., Dog Food Advisor, Dogster, etc.)
65%
40%
Dog food’s Brand Website
47%
53%
Forums, groups, or conversations on Facebook
46%
25%
Look at Amazon for product information and reviews
42%
44%
Look at Chewy for product information and reviews
38%
41%
Forums on Reddit
36%
19%
Review recent news stories
34%
33%
Look at another store’s website for product information and reviews
24%
30%
See what’s being said on Instagram
16%
10%
See what’s being said on X / Twitter
15%
8%
See what’s being said on Tik Tok
9%
11%
None of the above
1%
2%
Aware of Recall
Response
Aware of Recall
Unaware of Recall
3rd party review sites or blogs (e.g., Dog Food Advisor, Dogster, etc.)
65%
41%
Dog food’s Brand Website
51%
52%
Look at Amazon for product information and reviews
47%
44%
Review recent news stories
43%
33%
Look at Chewy for product information and reviews
41%
41%
Forums, groups, or conversations on Facebook
39%
26%
Forums on Reddit
33%
20%
Look at another store’s website for product information and reviews
25%
30%
See what’s being said on Tik Tok
16%
10%
See what’s being said on Instagram
16%
10%
See what’s being said on X / Twitter
14%
8%
None of the above
0%
2%
Victor Recall List
Response
Victor Recall List
Dog Owners (Excluding Victor List)
3rd party review sites or blogs (e.g., Dog Food Advisor, Dogster, etc.)
69%
41%
Dog food’s Brand Website
52%
52%
Look at Chewy for product information and reviews
48%
40%
Forums on Reddit
41%
20%
Review recent news stories
41%
33%
Forums, groups, or conversations on Facebook
38%
26%
Look at Amazon for product information and reviews
38%
44%
Look at another store’s website for product information and reviews
21%
30%
See what’s being said on Tik Tok
10%
11%
See what’s being said on Instagram
3%
11%
None of the above
3%
2%
See what’s being said on X / Twitter
0%
9%
25 Awareness of Pet Food
Recalls
How familiar are you with the frequency of recalls in the pet food
industry? (N = 2,719)
Response
Percent
I am fully aware
26%
I am somewhat aware
45%
I have limited awareness of recalls
21%
I am not aware of recalls in the pet food industry
7%
25.1
Crosstabs
Dog Activity Level
Response
Very active
Moderately active
Slightly active
Not active
I am fully aware
37%
19%
14%
10%
I am somewhat aware
37%
52%
51%
46%
I have limited awareness of recalls
19%
22%
25%
31%
I am not aware of recalls in the pet food industry
6%
7%
10%
14%
Victor Purchasers
Response
Have Purchased Victor
Have not Purchased Victor
I am fully aware
34%
26%
I am somewhat aware
50%
45%
I have limited awareness of recalls
11%
22%
I am not aware of recalls in the pet food industry
5%
7%
Aware of Recall
Response
Aware of Recall
Unaware of Recall
I am fully aware
50%
25%
I am somewhat aware
40%
45%
I have limited awareness of recalls
9%
22%
I am not aware of recalls in the pet food industry
1%
7%
Victor Recall List
Response
Victor Recall List
Dog Owners (Excluding Victor List)
I am fully aware
39%
26%
I am somewhat aware
50%
45%
I have limited awareness of recalls
11%
22%
I am not aware of recalls in the pet food industry
0%
7%
26 Perceived Frequency of
Pet Food Recalls
How often do you believe a pet food recall happens? (N = 2,719)
Response
Percent
Every 1-2 months
18%
Every 3-4 months
37%
Once a year
26%
Once every few years
13%
Almost never
6%
26.1
Crosstabs
Dog Activity Level
Response
Very active
Moderately active
Slightly active
Not active
Every 1-2 months
19%
17%
16%
10%
Every 3-4 months
37%
38%
38%
27%
Once a year
24%
28%
28%
34%
Once every few years
13%
12%
13%
17%
Almost never
7%
5%
5%
12%
Victor Purchasers
Response
Have Purchased Victor
Have not Purchased Victor
Every 1-2 months
26%
17%
Every 3-4 months
45%
37%
Once a year
17%
27%
Once every few years
10%
13%
Almost never
2%
7%
Aware of Recall
Response
Aware of Recall
Unaware of Recall
Every 1-2 months
32%
17%
Every 3-4 months
48%
37%
Once a year
11%
27%
Once every few years
8%
13%
Almost never
1%
7%
Victor Recall List
Response
Victor Recall List
Dog Owners (Excluding Victor List)
Every 1-2 months
37%
17%
Every 3-4 months
39%
37%
Once a year
8%
27%
Once every few years
13%
13%
Almost never
3%
6%
27 Response to Pet Food
Recalls
If the brand that you are currently feeding to your dog has a
recall, which comes closest to your view? (N = 2,719)
Response
Percent
I would definitely continue to buy from the brand after the recall ends
16%
I would probably continue to buy from the brand after the recall ends
36%
I would probably stop buying from the brand after the recall ends
33%
I would definitely stop buying from the brand after the recall ends
15%
27.1
Crosstabs
Dog Activity Level
Response
Very active
Moderately active
Slightly active
Not active
I would definitely continue to buy from the brand after the recall ends
22%
12%
8%
7%
I would probably continue to buy from the brand after the recall ends
34%
37%
37%
47%
I would probably stop buying from the brand after the recall ends
29%
36%
39%
36%
I would definitely stop buying from the brand after the recall ends
16%
15%
15%
10%
Victor Purchasers
Response
Have Purchased Victor
Have not Purchased Victor
I would definitely continue to buy from the brand after the recall ends
26%
15%
I would probably continue to buy from the brand after the recall ends
32%
36%
I would probably stop buying from the brand after the recall ends
26%
33%
I would definitely stop buying from the brand after the recall ends
16%
15%
Aware of Recall
Response
Aware of Recall
Unaware of Recall
I would definitely continue to buy from the brand after the recall ends
34%
15%
I would probably continue to buy from the brand after the recall ends
38%
36%
I would probably stop buying from the brand after the recall ends
18%
34%
I would definitely stop buying from the brand after the recall ends
10%
16%
Victor Recall List
Response
Victor Recall List
Dog Owners (Excluding Victor List)
I would definitely continue to buy from the brand after the recall ends
26%
16%
I would probably continue to buy from the brand after the recall ends
47%
36%
I would probably stop buying from the brand after the recall ends
16%
33%
I would definitely stop buying from the brand after the recall ends
11%
15%
28 Awareness of Specific
Dog Food Brand Recalls
Note: This question only shown to respondents who have heard of
at least one brand in the question below.
Are you aware of a recall on any of the following dog food brands?
Select all that apply. (N = 2,675)
Item
Selected
Pedigree
15%
Blue Buffalo
12%
ONE (Purina)
9%
Pro Plan (Purina)
8%
Rachael Ray Nutrish
8%
ALPO (Purina)
8%
Hill’s Science Diet
6%
Taste of the Wild
5%
Diamond
5%
Royal Canin
4%
Victor Pet Food
4%
Wellness
3%
Merrick
3%
Nature’s Logic
3%
NutriSource
3%
CANIDAE
3%
4health
2%
Fromm
2%
American Journey
2%
Retriever
2%
SPORTMIX
2%
Earthborn Holistic
2%
Next Level
2%
PRO PAC
2%
None of the above
62%
28.1
Crosstabs
Dog Activity Level
Response
Very active
Moderately active
Slightly active
Not active
None of the above
57%
64%
64%
89%
Pedigree
16%
15%
16%
4%
Blue Buffalo
12%
13%
10%
5%
ONE (Purina)
9%
10%
8%
0%
Pro Plan (Purina)
8%
8%
8%
2%
Rachael Ray Nutrish
7%
9%
7%
2%
ALPO (Purina)
7%
8%
10%
2%
Hill’s Science Diet
7%
5%
7%
2%
Taste of the Wild
6%
4%
4%
2%
Nature’s Logic
5%
2%
0%
0%
Diamond
5%
5%
5%
0%
Wellness
5%
3%
1%
0%
NutriSource
5%
2%
1%
0%
Royal Canin
5%
4%
7%
2%
Merrick
5%
3%
2%
0%
Victor Pet Food
4%
4%
3%
0%
CANIDAE
4%
2%
2%
0%
American Journey
4%
1%
0%
0%
Next Level
3%
1%
1%
0%
4health
3%
2%
2%
0%
Fromm
3%
2%
2%
0%
SPORTMIX
3%
1%
0%
0%
Retriever
3%
2%
1%
0%
PRO PAC
2%
1%
1%
0%
Earthborn Holistic
2%
2%
1%
0%
Victor Purchasers
Response
Have Purchased Victor
Have not Purchased Victor
Victor Pet Food
55%
1%
Blue Buffalo
22%
11%
None of the above
21%
63%
Pro Plan (Purina)
19%
8%
Pedigree
18%
15%
Rachael Ray Nutrish
16%
7%
Taste of the Wild
15%
5%
Diamond
13%
5%
ONE (Purina)
13%
9%
Hill’s Science Diet
12%
6%
Nature’s Logic
12%
3%
Fromm
11%
2%
4health
11%
2%
Royal Canin
10%
4%
ALPO (Purina)
10%
8%
NutriSource
10%
3%
Earthborn Holistic
8%
1%
American Journey
8%
2%
Merrick
8%
3%
Wellness
8%
3%
PRO PAC
7%
1%
SPORTMIX
7%
2%
Retriever
7%
2%
CANIDAE
5%
2%
Next Level
4%
2%
Aware of Recall
Response
Aware of Recall
Unaware of Recall
Victor Pet Food
100%
0%
Blue Buffalo
35%
11%
Taste of the Wild
35%
4%
Pedigree
27%
15%
NutriSource
24%
2%
Rachael Ray Nutrish
24%
7%
Pro Plan (Purina)
24%
7%
Hill’s Science Diet
23%
5%
Nature’s Logic
23%
3%
4health
21%
2%
Diamond
19%
4%
ONE (Purina)
19%
9%
Wellness
19%
3%
Fromm
17%
2%
Royal Canin
15%
4%
ALPO (Purina)
14%
7%
Next Level
14%
1%
Retriever
13%
2%
Merrick
13%
3%
CANIDAE
12%
2%
SPORTMIX
11%
1%
American Journey
10%
2%
Earthborn Holistic
9%
2%
PRO PAC
7%
1%
None of the above
0%
64%
Victor Recall List
Response
Victor Recall List
Dog Owners (Excluding Victor List)
Victor Pet Food
89%
3%
Blue Buffalo
21%
12%
Pedigree
21%
15%
Pro Plan (Purina)
21%
8%
Taste of the Wild
21%
5%
Rachael Ray Nutrish
16%
8%
Diamond
16%
5%
Fromm
16%
2%
ONE (Purina)
16%
9%
Retriever
11%
2%
Hill’s Science Diet
11%
6%
4health
8%
2%
Royal Canin
8%
4%
Earthborn Holistic
8%
2%
ALPO (Purina)
8%
8%
NutriSource
5%
3%
Merrick
5%
3%
None of the above
5%
62%
CANIDAE
3%
3%
PRO PAC
3%
2%
SPORTMIX
3%
2%
Wellness
3%
3%
Nature’s Logic
3%
3%
American Journey
0%
2%
Next Level
0%
2%
29 Factors Encouraging
Loyalty Post-Recall
Note: Open-ended responses analyzed using an LLM (Large Language
Model). Common themes from the data and example responses within each
theme shown below.
What factors would encourage you to remain a customer of a brand
following a pet food recall? (N = 2,719)
Theme
Highlighted Responses
Focus on Assurance and Manufacturing Improvements
Insurance that proper and more intense manufacturing is done to avoid
further recalls
100% guarantee the issue has been taken care of
A sincere apology, and legit actions on doing better.
Transparency and Communication
Appreciate their honesty and doing the right thing recalling the good.
In most cases, I would assume different brands use the same suppliers.
The recall might not be completely their fault. Or, it might be they
chose to be safe than sorry and caution on the side of the recall
Assurance that the issue is fully resolved and a transparent explanation
of why the recall happened and what is being done to avoid the same
issue in the future.
If the recall is handled quickly and efficiently & the company owns
up to the issue without denial. And if they apologize to the customers
& pay for any harm that came to anyone’s animals from the mistakes.
Overall Quality and Customer Experience
The Brand’s commitment to making sure their product is quality
The quality of the product and the animal’s desire for it
If its good quality and my dogs enjoy it
Guarantees and Compensation
A guarantee that they fixed the problem and a coupon off the next
purchase
If they have cleared up the recall and have fixed the problem, I would
remain their customer.
Proof that the problem had been handled. A notice from the government
that the company had handled the problem and corrected it.
Pricing and Availability
If the price remain the same and also if the reputation is good
Only price if at all
Price point and availability
30 Improving Brand
Perceptions Post-Recall
Note: This question only shown to respondents who are aware of
the Victor Pet Food recall.
Which of the following would improve your perception of Victor Pet
Food following their recall? Select all that apply. (N = 100)
Item
Selected
Clear communication about the recall and steps taken to resolve it
58%
Clear outline of the company’s safety and quality controls
58%
Guarantee that all products are made in the USA
42%
Offering guarantees
40%
Positive reviews from other pet owners after the recall
40%
Offering promotional discounts
36%
Recommendations from veterinarians
35%
Public endorsements from trusted industry experts
25%
Recommendation from breeders
22%
None of the above
2%
Other
0%
30.1
Crosstabs
Dog Activity Level
Response
Very active
Moderately active
Slightly active
Clear communication about the recall and steps taken to resolve it
53%
59%
80%
Clear outline of the company’s safety and quality controls
53%
61%
70%
Guarantee that all products are made in the USA
45%
37%
50%
Positive reviews from other pet owners after the recall
43%
34%
50%
Recommendations from veterinarians
43%
29%
20%
Offering guarantees
39%
44%
30%
Offering promotional discounts
37%
34%
40%
Public endorsements from trusted industry experts
33%
15%
30%
Recommendation from breeders
33%
10%
20%
None of the above
0%
5%
0%
Victor Recall List
Response
Victor Recall List
Dog Owners (Excluding Victor List)
Clear communication about the recall and steps taken to resolve it
79%
47%
Clear outline of the company’s safety and quality controls
74%
50%
Offering promotional discounts
44%
32%
Offering guarantees
44%
38%
Positive reviews from other pet owners after the recall
41%
39%
Guarantee that all products are made in the USA
38%
44%
Recommendations from veterinarians
21%
42%
Recommendation from breeders
12%
27%
Public endorsements from trusted industry experts
12%
32%
None of the above
0%
3%
Victor Customers
Response
Have Purchased Victor
Have not Purchased Victor
Clear communication about the recall and steps taken to resolve it
62%
50%
Clear outline of the company’s safety and quality controls
61%
53%
Offering guarantees
41%
38%
Guarantee that all products are made in the USA
39%
47%
Offering promotional discounts
39%
29%
Positive reviews from other pet owners after the recall
38%
44%
Recommendations from veterinarians
29%
47%
Public endorsements from trusted industry experts
18%
38%
Recommendation from breeders
17%
32%
None of the above
2%
3%
31 Duration of
Observation Post-Recall Changes
Note: This question only shown to respondents who are aware of
the Victor Pet Food recall.
If Victor Pet Food were to implement significant changes following
the recall, how long would you observe the brand before considering a
purchase? (N = 100)
Response
Percent
Less than 3 months
36%
3-6 months
37%
6-12 months
16%
More than a year
5%
Would not reconsider regardless of changes
6%
31.1
Crosstabs
Dog Activity Level
Response
Very active
Moderately active
Slightly active
Not active
Less than 3 months
39%
34%
30%
0%
3-6 months
35%
39%
40%
0%
6-12 months
20%
10%
20%
0%
More than a year
2%
7%
10%
0%
Would not reconsider regardless of changes
4%
10%
0%
0%
Victor Recall List
Response
Victor Recall List
Dog Owners (Excluding Victor List)
Less than 3 months
53%
27%
3-6 months
29%
41%
6-12 months
3%
23%
More than a year
9%
3%
Would not reconsider regardless of changes
6%
6%
Victor Customers
Response
Have Purchased Victor
Have not Purchased Victor
Less than 3 months
44%
21%
3-6 months
38%
35%
6-12 months
6%
35%
More than a year
8%
0%
Would not reconsider regardless of changes
5%
9%
32 Assurances and
Certifications Post-Recall
Note: This question only shown to respondents who are aware of
the Victor Pet Food recall.
What specific assurances, if any, or certifications would increase
your trust in Victor Pet Food after a recall? Select all that apply. (N
= 100)
Item
Selected
Certifications from independent safety and quality testing organizations
71%
Publicly accessible third-party audit results
54%
Endorsements from veterinary health boards
52%
Certifications for organic or non-GMO ingredients
34%
None of the above
5%
Other
0%
32.1
Crosstabs
Dog Activity Level
Response
Very active
Moderately active
Slightly active
Certifications from independent safety and quality testing organizations
63%
76%
90%
Endorsements from veterinary health boards
55%
51%
40%
Certifications for organic or non-GMO ingredients
53%
17%
10%
Publicly accessible third-party audit results
45%
56%
90%
None of the above
4%
5%
10%
Victor Recall List
Response
Victor Recall List
Dog Owners (Excluding Victor List)
Certifications from independent safety and quality testing organizations
82%
65%
Publicly accessible third-party audit results
74%
44%
Endorsements from veterinary health boards
24%
67%
Certifications for organic or non-GMO ingredients
21%
41%
None of the above
6%
5%
Victor Customers
Response
Have Purchased Victor
Have not Purchased Victor
Certifications from independent safety and quality testing organizations
68%
76%
Publicly accessible third-party audit results
59%
44%
Endorsements from veterinary health boards
44%
68%
Certifications for organic or non-GMO ingredients
26%
50%
None of the above
5%
6%
33 Concerns About Dog
Food Recalls
Note: This question only shown to respondents who are aware of
the Victor Pet Food recall.
How concerned, if at all, are you about the Victor Pet Food recall?
(N = 100)
Response
Percent
Very concerned
36%
Concerned
17%
Moderately concerned
33%
Not at all concerned
14%
33.1
Crosstabs
Dog Activity Level
Response
Very active
Moderately active
Slightly active
Not active
Very concerned
55%
15%
30%
0%
Concerned
14%
20%
20%
0%
Moderately concerned
18%
49%
40%
0%
Not at all concerned
12%
17%
10%
0%
Victor Recall List
Response
Victor Recall List
Dog Owners (Excluding Victor List)
Very concerned
26%
41%
Concerned
15%
18%
Moderately concerned
32%
33%
Not at all concerned
26%
8%
Victor Customers
Response
Have Purchased Victor
Have not Purchased Victor
Very concerned
32%
44%
Concerned
17%
18%
Moderately concerned
36%
26%
Not at all concerned
15%
12%
34 Confidence in Recall
Resolution
Note: This question only shown to respondents who are aware of
the Victor Pet Food recall.
How confident are you that Victor Pet Food has addressed the issues
in the recall? (N = 100)
Response
Percent
Very confident
42%
Confident
24%
Somewhat confident
25%
Not at all confident
9%
34.1
Crosstabs
Dog Activity Level
Response
Very active
Moderately active
Slightly active
Not active
Very confident
55%
34%
10%
0%
Confident
20%
29%
20%
0%
Somewhat confident
18%
27%
50%
0%
Not at all confident
6%
10%
20%
0%
Victor Recall List
Response
Victor Recall List
Dog Owners (Excluding Victor List)
Very confident
35%
45%
Confident
26%
23%
Somewhat confident
26%
24%
Not at all confident
12%
8%
Victor Customers
Response
Have Purchased Victor
Have not Purchased Victor
Very confident
44%
38%
Confident
23%
26%
Somewhat confident
23%
29%
Not at all confident
11%
6%
35 Post-Recall
Satisfaction
Note: This question only shown to respondents who are aware of
the Victor Pet Food recall and have purchased Victor products in the
past.
If you have returned to buying Victor Pet Food after its recall, are
you as satisfied with the product now as you were before the recall? (N
= 66)
Response
Percent
I am more satisfied now than before the recall
26%
I am just as satisfied as before the recall
41%
I am less satisfied than before the recall
0%
I’m not sure
5%
I have not returned to buying Victor Pet Food after the recall
29%
35.1
Crosstabs
Dog Activity Level
Response
Very active
Moderately active
Slightly active
Not active
I am more satisfied now than before the recall
31%
28%
0%
0%
I am just as satisfied as before the recall
42%
47%
12%
0%
I am less satisfied than before the recall
0%
0%
0%
0%
I’m not sure
0%
0%
38%
0%
I have not returned to buying Victor Pet Food after the recall
27%
25%
50%
0%
Victor Recall List
Response
Victor Recall List
Dog Owners (Excluding Victor List)
I am more satisfied now than before the recall
9%
42%
I am just as satisfied as before the recall
55%
27%
I am less satisfied than before the recall
0%
0%
I’m not sure
3%
6%
I have not returned to buying Victor Pet Food after the recall
33%
24%
36 Uncertainties
Post-Recall
Note: This question only shown to respondents who indicated that
they are less satisfied with Victor pet food now, compared with before
the recall, or are unsure.
Why do you feel uncertain or less satisfied with Victor Pet Food
now, compared to before the recall? Select all that apply. (N = 3)
Item
Selected
Lack of communication about improvements post-recall
67%
My dog doesn’t like the food as much anymore
33%
I can no longer afford Victor Pet Food
0%
I can’t find the specific recipe I used to feed, so I’m feeding another
recipe that I don’t like as much
0%
The quality of product seems to have decreased
0%
Other
33%
36.1
Crosstabs
Dog Activity Level
Response
Slightly active
Lack of communication about improvements post-recall
67%
Other
33%
My dog doesn’t like the food as much anymore
33%
Victor Recall List
Response
Dog Owners (Excluding Victor List)
Victor Recall List
Lack of communication about improvements post-recall
100%
0%
My dog doesn’t like the food as much anymore
50%
0%
Other
0%
100%
37 Non-Resumption of
Purchase Post-Recall
Note: This question only shown to respondents who had purchased
Victor Pet Food in the past, but have not resumed purchasing Victor Pet
Food following the recall.
You indicated that you have not resumed purchasing Victor Pet Food
following its recall. Which of the following, if any, are the reasons
for this decision? Select all that apply. (N = 19)
Item
Selected
Concerns about the quality
42%
Out of stock and I had to switch products (and I don’t want to switch
again)
37%
I switched to something cheaper and my dog is doing well on it
32%
I didn’t know it was back
11%
I switched to something more expensive and my dog is doing well on it
11%
Store associate recommended a different product
11%
Other
11%
37.1
Crosstabs
Dog Activity Level
Response
Very active
Moderately active
Slightly active
Out of stock and I had to switch products (and I don’t want to switch
again)
43%
38%
25%
I switched to something cheaper and my dog is doing well on it
29%
25%
50%
Concerns about the quality
14%
62%
50%
I switched to something more expensive and my dog is doing well on it
14%
13%
0%
I didn’t know it was back
14%
13%
0%
Store associate recommended a different product
0%
13%
25%
Other
0%
25%
0%
Victor Recall List
Response
Victor Recall List
Dog Owners (Excluding Victor List)
Concerns about the quality
45%
38%
I switched to something cheaper and my dog is doing well on it
45%
13%
Out of stock and I had to switch products (and I don’t want to switch
again)
27%
50%
I didn’t know it was back
18%
0%
I switched to something more expensive and my dog is doing well on it
9%
13%
Other
9%
13%
Store associate recommended a different product
9%
13%
38 Factors Affecting
Reconsideration of Victor Pet Food
Note: This question only shown to respondents who had purchased
Victor Pet Food in the past, but have not resumed purchasing Victor Pet
Food following the recall.
Which of the following would make you more or less likely to
purchase Victor Pet Food again? (N = 19)
Item
Much more likely
More likely
No impact
Less likely
Much less likely
Communication about all the improvements made to the manufacturing
facility to ensure product quality and safety
58%
26%
5%
0%
11%
Communication on the number of tests done to ensure product quality and
safety
47%
42%
5%
0%
5%
Transparent sourcing of ingredients
47%
37%
11%
0%
5%
Communication on brand collaboration with the FDA to ensure product
safety
47%
37%
5%
5%
5%
Company provides a quality guarantee
47%
21%
26%
0%
5%
Communication on the causes of the recall
42%
47%
5%
0%
5%
Communication about type of testing done on the products to ensure the
quality and safety of product
42%
42%
5%
0%
11%
Decrease in price
21%
37%
26%
11%
5%
More availability where I shop
21%
21%
47%
5%
5%
Enhanced customer support
21%
32%
37%
0%
11%
Introduction of new products
11%
0%
74%
5%
11%
38.1
Decrease In Price Crosstabs
Dog Activity Level
Response
Very active
Moderately active
Slightly active
Not active
Much more likely
29%
25%
0%
0%
More likely
14%
25%
100%
0%
No impact
29%
38%
0%
0%
Less likely
29%
0%
0%
0%
Much less likely
0%
12%
0%
0%
Victor Recall List
Response
Victor Recall List
Dog Owners (Excluding Victor List)
Much more likely
36%
0%
More likely
36%
38%
No impact
18%
38%
Less likely
9%
12%
Much less likely
0%
12%
38.2 More
Availability Where I Shop Crosstabs
Dog Activity Level
Response
Very active
Moderately active
Slightly active
Not active
Much more likely
29%
12%
25%
0%
More likely
14%
25%
25%
0%
No impact
43%
50%
50%
0%
Less likely
14%
0%
0%
0%
Much less likely
0%
12%
0%
0%
Victor Recall List
Response
Victor Recall List
Dog Owners (Excluding Victor List)
Much more likely
27%
12%
More likely
18%
25%
No impact
55%
38%
Less likely
0%
12%
Much less likely
0%
12%
38.3
Communication About All The Improvements Made To The Manufacturing
Facility To Ensure Product Quality And Safety Crosstabs
Dog Activity Level
Response
Very active
Moderately active
Slightly active
Not active
Much more likely
71%
50%
50%
0%
More likely
14%
25%
50%
0%
No impact
0%
12%
0%
0%
Less likely
0%
0%
0%
0%
Much less likely
14%
12%
0%
0%
Victor Recall List
Response
Victor Recall List
Dog Owners (Excluding Victor List)
Much more likely
55%
62%
More likely
27%
25%
No impact
9%
0%
Less likely
0%
0%
Much less likely
9%
12%
38.4
Communication About Type Of Testing Done On The Products To Ensure The
Quality And Safety Of Product Crosstabs
Dog Activity Level
Response
Very active
Moderately active
Slightly active
Not active
Much more likely
43%
38%
50%
0%
More likely
43%
38%
50%
0%
No impact
0%
12%
0%
0%
Less likely
0%
0%
0%
0%
Much less likely
14%
12%
0%
0%
Victor Recall List
Response
Victor Recall List
Dog Owners (Excluding Victor List)
Much more likely
45%
38%
More likely
36%
50%
No impact
9%
0%
Less likely
0%
0%
Much less likely
9%
12%
38.5
Communication On The Number Of Tests Done To Ensure Product Quality And
Safety Crosstabs
Dog Activity Level
Response
Very active
Moderately active
Slightly active
Not active
Much more likely
57%
38%
50%
0%
More likely
29%
50%
50%
0%
No impact
14%
0%
0%
0%
Less likely
0%
0%
0%
0%
Much less likely
0%
12%
0%
0%
Victor Recall List
Response
Victor Recall List
Dog Owners (Excluding Victor List)
Much more likely
45%
50%
More likely
45%
38%
No impact
9%
0%
Less likely
0%
0%
Much less likely
0%
12%
38.6
Communication On The Causes Of The Recall Crosstabs
Dog Activity Level
Response
Very active
Moderately active
Slightly active
Not active
Much more likely
57%
38%
25%
0%
More likely
29%
50%
75%
0%
No impact
14%
0%
0%
0%
Less likely
0%
0%
0%
0%
Much less likely
0%
12%
0%
0%
Victor Recall List
Response
Victor Recall List
Dog Owners (Excluding Victor List)
Much more likely
27%
62%
More likely
64%
25%
No impact
9%
0%
Less likely
0%
0%
Much less likely
0%
12%
38.7
Communication On Brand Collaboration With The Fda To Ensure Product
Safety Crosstabs
Dog Activity Level
Response
Very active
Moderately active
Slightly active
Not active
Much more likely
57%
50%
25%
0%
More likely
14%
38%
75%
0%
No impact
14%
0%
0%
0%
Less likely
14%
0%
0%
0%
Much less likely
0%
12%
0%
0%
Victor Recall List
Response
Victor Recall List
Dog Owners (Excluding Victor List)
Much more likely
36%
62%
More likely
45%
25%
No impact
9%
0%
Less likely
9%
0%
Much less likely
0%
12%
38.8
Introduction Of New Products Crosstabs
Dog Activity Level
Response
Very active
Moderately active
Slightly active
Not active
Much more likely
14%
12%
0%
0%
More likely
0%
0%
0%
0%
No impact
57%
75%
100%
0%
Less likely
14%
0%
0%
0%
Much less likely
14%
12%
0%
0%
Victor Recall List
Response
Victor Recall List
Dog Owners (Excluding Victor List)
Much more likely
18%
0%
More likely
0%
0%
No impact
82%
62%
Less likely
0%
12%
Much less likely
0%
25%
38.9
Transparent Sourcing Of Ingredients Crosstabs
Dog Activity Level
Response
Very active
Moderately active
Slightly active
Not active
Much more likely
57%
50%
25%
0%
More likely
29%
38%
50%
0%
No impact
14%
0%
25%
0%
Less likely
0%
0%
0%
0%
Much less likely
0%
12%
0%
0%
Victor Recall List
Response
Victor Recall List
Dog Owners (Excluding Victor List)
Much more likely
36%
62%
More likely
45%
25%
No impact
18%
0%
Less likely
0%
0%
Much less likely
0%
12%
38.10
Enhanced Customer Support Crosstabs
Dog Activity Level
Response
Very active
Moderately active
Slightly active
Not active
Much more likely
29%
12%
25%
0%
More likely
29%
25%
50%
0%
No impact
29%
50%
25%
0%
Less likely
0%
0%
0%
0%
Much less likely
14%
12%
0%
0%
Victor Recall List
Response
Victor Recall List
Dog Owners (Excluding Victor List)
Much more likely
18%
25%
More likely
45%
12%
No impact
27%
50%
Less likely
0%
0%
Much less likely
9%
12%
38.11
Company Provides A Quality Guarantee Crosstabs
Dog Activity Level
Response
Very active
Moderately active
Slightly active
Not active
Much more likely
57%
50%
25%
0%
More likely
14%
25%
25%
0%
No impact
29%
12%
50%
0%
Less likely
0%
0%
0%
0%
Much less likely
0%
12%
0%
0%
Victor Recall List
Response
Victor Recall List
Dog Owners (Excluding Victor List)
Much more likely
45%
50%
More likely
18%
25%
No impact
36%
12%
Less likely
0%
0%
Much less likely
0%
12%
39 Likelihood of
Reconsidering Victor Pet Food Purchase
Note: This question only shown to respondents who had purchased
Victor Pet Food in the past, but have not resumed purchasing Victor Pet
Food following the recall.
How likely are you to reconsider purchasing Victor Pet Food if they
addressed your primary concern? (N = 19)
Response
Percent
Very likely
11%
Somewhat likely
37%
Somewhat unlikely
42%
Very unlikely
11%
39.1
Crosstabs
Dog Activity Level
Response
Very active
Moderately active
Slightly active
Not active
Very likely
29%
0%
0%
0%
Somewhat likely
29%
25%
75%
0%
Somewhat unlikely
29%
62%
25%
0%
Very unlikely
14%
12%
0%
0%
Victor Recall List
Response
Victor Recall List
Dog Owners (Excluding Victor List)
Very likely
9%
12%
Somewhat likely
36%
38%
Somewhat unlikely
45%
38%
Very unlikely
9%
12%
40 Switching Brands
Post-Recall
Note: This question only shown to respondents who had purchased
Victor Pet Food in the past, but have not resumed purchasing Victor Pet
Food following the recall. Brands only shown if they are selected by at
least one respondent.
What brand did you switch to after the recall? (N = 19)
Response
Percent
Diamond
16%
Fromm
11%
Pro Plan (Purina)
11%
Taste of the Wild
11%
4health
5%
Merrick
5%
NutriSource
5%
Rachael Ray Nutrish
5%
Retriever
5%
Wellness
5%
None of the above
21%
40.1
Crosstabs
Dog Activity Level
Response
Very active
Moderately active
Slightly active
Not active
Nature’s Logic
0%
0%
0%
0%
4health
0%
12%
0%
0%
American Journey
0%
0%
0%
0%
Blue Buffalo
0%
0%
0%
0%
CANIDAE
0%
0%
0%
0%
Diamond
14%
12%
25%
0%
Fromm
14%
12%
0%
0%
Hill’s Science Diet
0%
0%
0%
0%
Merrick
14%
0%
0%
0%
NutriSource
14%
0%
0%
0%
Pedigree
0%
0%
0%
0%
PRO PAC
0%
0%
0%
0%
Pro Plan (Purina)
0%
12%
25%
0%
Rachael Ray Nutrish
0%
0%
25%
0%
Retriever
14%
0%
0%
0%
Royal Canin
0%
0%
0%
0%
SPORTMIX
0%
0%
0%
0%
Taste of the Wild
14%
0%
25%
0%
Next Level
0%
0%
0%
0%
Wellness
14%
0%
0%
0%
Earthborn Holistic
0%
0%
0%
0%
ONE (Purina)
0%
0%
0%
0%
ALPO (Purina)
0%
0%
0%
0%
None of the above
0%
50%
0%
0%
Victor Recall List
Response
Victor Recall List
Dog Owners (Excluding Victor List)
Nature’s Logic
0%
0%
4health
0%
12%
American Journey
0%
0%
Blue Buffalo
0%
0%
CANIDAE
0%
0%
Diamond
9%
25%
Fromm
9%
12%
Hill’s Science Diet
0%
0%
Merrick
9%
0%
NutriSource
0%
12%
Pedigree
0%
0%
PRO PAC
0%
0%
Pro Plan (Purina)
18%
0%
Rachael Ray Nutrish
9%
0%
Retriever
9%
0%
Royal Canin
0%
0%
SPORTMIX
0%
0%
Taste of the Wild
9%
12%
Next Level
0%
0%
Wellness
0%
12%
Earthborn Holistic
0%
0%
ONE (Purina)
0%
0%
ALPO (Purina)
0%
0%
None of the above
27%
12%
41 Comparison of
Satisfaction Levels Post-Recall
Note: This question only shown to respondents who had purchased
Victor Pet Food in the past, but have not resumed purchasing Victor Pet
Food following the recall, and have switched to another brand after the
recall.
How does your satisfaction with [new brand name] compare to your
satisfaction with Victor Pet Food before its recall? (N = 15)
Response
Percent
I am more satisfied with my new brand than with Victor Pet Food
33%
I am equally satisfied with my new brand as with Victor Pet Food
67%
I am less satisfied with my new brand than with Victor Pet Food
0%
41.1
Crosstabs
Dog Activity Level
Response
Very active
Moderately active
Slightly active
Not active
I am more satisfied with my new brand than with Victor Pet Food
43%
50%
0%
0%
I am equally satisfied with my new brand as with Victor Pet Food
57%
50%
100%
0%
I am less satisfied with my new brand than with Victor Pet Food
0%
0%
0%
0%
Victor Recall List
Response
Victor Recall List
Dog Owners (Excluding Victor List)
I am more satisfied with my new brand than with Victor Pet Food
50%
14%
I am equally satisfied with my new brand as with Victor Pet Food
50%
86%
I am less satisfied with my new brand than with Victor Pet Food
0%
0%
42 Survey Details
Verasight collected data for this survey from May 24 - May 31, 2024.
The data was collected in two separate samples. The first sample
consists of 2,681 United States dog-owning adults. The second sample
consists of 38 dog-owning adults from a Victor-supplied contact list of
customers who requested coupons after the recall.
The sampling criteria for this survey were: 1. U.S. adult (age
18+) 2. Dog owner 3. [For the second sample] On the
Victor-supplied contact list
The selection criteria for the final sample were: 1. Passed all
data quality assurance checks, outlined below 2. Confirmed dog
ownership in-survey 3. Confirmed purchaser of dog food
in-survey
The Verasight Community is composed of individuals recruited via
random address-based sampling, random person-to-person text messaging,
and dynamic online targeting. All Verasight community members are
verified via multi-step authentication, including providing an SMS
response from a mobile phone registered with a major U.S. carrier (e.g.,
no VOIP or internet phones) as well as within-survey technology,
including verifying the absence of non-human responses with technologies
such as Google
reCAPTCHA v3. Those who exhibit low-quality response behaviors over
time, such as straight-lining or speeding, are also removed and
prohibited from further participation in the community. Verasight
Community members receive points for taking surveys that can be redeemed
for Venmo or PayPal payments, gift cards, or charitable donations.
Respondents are never routed from one survey to another and receive
compensation for every invited survey, so there is never an incentive to
respond strategically to survey qualification screener questions.
To further ensure data quality, the Verasight data team implements a
number of post-data collection quality assurance procedures, including
confirming that all responses correspond with U.S. IP addresses,
confirming no duplicate respondents, verifying the absence of non-human
responses, and removing any respondents who failed in-survey attention,
speeding, and/or straight-lining checks. Responses completed in less
than 30% of the median completion time were removed. The Verasight data
team also reviewed open-ended items to ensure no responses contained
nonsensical or non-sequitur text.
Unmeasured error in this or any other survey may exist. Verasight is
a member of the American Association for Public Opinion Research Transparency
Initiative.
