Research Hack: Unleashing Insights by Integrating Pets in Interviews

Everyone loves pets.

In modern society, the companionship of pets has become increasingly prevalent, particularly among the younger generation. Pets play a pivotal role in providing emotional support, fostering a sense of responsibility, and contributing to our well-being because of the genuine and unconditional love they offer to us.

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We immediately understand who the respondent is when we see their pet. In our recent research piece, we found gamers tend to adopt more cats than dogs as they seek a more flexible lifestyle, and cats require less constant attention compared to dogs. We also see the “lies” of a respondent when he says he likes routine and hygiene, but his dog has feces issues. Those are all the initial signs worth digging into to better understand the tensions in life.

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However, when conducting interviews in respondents' homes, a common practice we keep encountering is sequestering their pets in another room to prevent any potential interference with the interview process. It seems cautious, but we missed chances to capture the essence of modern lifestyle and a deeper understanding of who respondents truly are.

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Therefore, we encourage ourselves to foster a friendly environment where pets are included during the interview. Below are a few tips on leveraging pets’ role in our fieldwork and the following analysis.

1.???? Pet as an icebreaker: Start the conversation by asking about their pets, their names, and any interesting or unique behaviors. This can help create a friendly and relaxed atmosphere for the interview.

2.???? Observe the interactions and identify who they are:

• Nurturers: Prioritize caregiving, fostering emotional connections, seeking companionship, and finding purpose in caring for their pets.
• Playful Owners: Engage actively in games, exercises, and shared activities for fun, seeking enjoyment and shared experiences with their pets.
• Routine-Oriented Owners: Thrive on structure, maintaining strict routines for pet care, seeking predictability and order.
• Training-Focused Owners: Emphasize discipline, invest in training and obedience, value control, responsibility, and a well-behaved pet.
• Comfort-Seekers: Seek emotional support, finding solace and security through close physical contact and companionship with their pets.
• Active Socializers: Use pets to expand social circles, participating in pet-related events, fostering connections, and seeking a sense of community.
• Adventurers: Involve pets in outdoor activities and exploration, seeking novelty, adventure, and shared experiences with their pets.

3.???? Comparative Analysis: Compare pet owners' and non-owners' responses and behaviors. This comparative analysis can reveal differences in consumer needs, purchasing behaviors, and overall lifestyle choices, providing a deeper understanding of the influence of pet ownership on consumer behavior.

In summary, incorporating the role of pets in in-home interviews or ethnographies can provide valuable insights into consumers’ motivations, values, and desires. That said, we must ensure ethical interviewing by respecting participant privacy, considering pet well-being, and obtaining consent before discussing or observing pets.

By Common team

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