Animal Health Research: Why Companion Animal and Livestock Studies Need Different Methods

Businesses in the animal health sector run research across a wide range of product categories, but a methodology that works well in one market won’t necessarily deliver the same value in another. Several factors influence how a study should be designed and executed, and accounting for these from the outset leads to more reliable data and stronger evidence for business decisions. With that in mind, this article looks at why companion animal and livestock studies call for different research approaches, and what businesses need to consider when planning each type of study. 

How Companion Animal and Livestock Markets Differ 

Although both fall under the broader animal health industry, companion animal and livestock markets are shaped by different priorities, stakeholders, and commercial goals. Some of the key differences include:

Care Objectives

Companion animal healthcare is largely centred around improving an animal’s quality of life, extending lifespan, and supporting preventive care. 

Livestock healthcare, on the other hand, focuses on maintaining herd health, improving productivity, preventing disease outbreaks, and ensuring sustainable farm operations.

Decision Makers

For companion animals, treatment decisions are often influenced by pet owners in consultation with veterinarians. 

In livestock markets, decision-making typically involves multiple stakeholders, including farmers, producers, farm managers, veterinarians, and procurement teams, each balancing animal health with operational and commercial considerations.

Purchase Drivers

Emotional attachment, brand trust, and recommendations from veterinarians often shape purchasing decisions in the companion animal market. 

Livestock purchasing decisions are generally driven by factors such as production efficiency, cost-effectiveness, regulatory compliance, disease prevention, and return on investment.

Market Dynamics

The companion animal market is influenced by changing pet ownership trends, consumer spending, and growing awareness of preventive healthcare. 

In contrast, livestock markets are more closely linked to production cycles, biosecurity requirements, disease management programmes, and fluctuations within the agricultural sector.

Read Also: What the Expanding Animal Healthcare Market Means for Veterinary Businesses in 2026

Companion Animal Vs. Livestock Research Methods

Research methods in animal health need to be tailored to the purpose of the study, the stakeholders involved, and the way healthcare decisions are made. The key differences in research approaches include:

Companion Animal Studies

Companion animal research focuses on pets such as dogs, cats, and other household animals, where decision-making is closely linked to pet owners, veterinarians, and changing consumer expectations. Since these animals are often treated as family members, research methods need to capture both clinical outcomes and owner perceptions. Common research methods include:

• Owner Surveys: Collecting data from pet owners on purchasing behaviour, treatment preferences, awareness, satisfaction levels, and unmet needs. 
• Veterinary Interviews: Engaging veterinarians to understand prescribing behaviour, treatment adoption, clinical challenges, and product perceptions.
• Focus Groups: Exploring emotional drivers, attitudes towards pet healthcare, and factors influencing decisions around preventive care, diagnostics, and treatments.
• Observational Studies: Studying real-world pet behaviour, disease patterns, treatment adherence, and care practices.
• Clinical Studies: Evaluating the safety, efficacy, and performance of veterinary medicines, diagnostics, nutrition products, or medical devices.
• Digital Behaviour Analysis: Assessing online discussions, search behaviour, and pet owner communities to identify emerging concerns and market trends.

Livestock Studies

Livestock research involves animals raised for food production, including cattle, poultry, swine, and aquaculture species. These studies require a broader focus on farm economics, production efficiency, animal health outcomes, and the needs of multiple stakeholders across the value chain. Common research methods include:

• Farmer Surveys: Gathering data on farm practices, disease management approaches, product usage, purchasing decisions, and operational challenges.
• Veterinary and Expert Interviews: Understanding disease trends, treatment protocols, regulatory considerations, and adoption barriers among animal health professionals.
• Farm-Level Assessments: Evaluating herd or flock management practices, biosecurity measures, productivity factors, and healthcare interventions in real-world settings.
• Epidemiological Studies: Analysing disease prevalence, transmission patterns, risk factors, and the impact of health interventions across livestock populations.
• Field Trials: Testing vaccines, medicines, feed additives, and other animal health solutions under practical farming conditions.
• Value Chain Research: Examining the role of distributors, producers, integrators, and other stakeholders in product access, adoption, and market growth.

Read Also: Understanding How Cultural Attitudes Influence Animal Care Decisions Across Markets

Common Research Applications Across Both Markets 

While companion animal and livestock studies require different approaches based on their stakeholders and market dynamics, several animal health market research methods are commonly used across both segments. These include:

• Quantitative Surveys: Used to collect measurable data from veterinarians, pet owners, farmers, producers, and other stakeholders to assess awareness, preferences, usage patterns, and market trends.
• Qualitative Interviews: Conducted with key stakeholders to better understand decision-making processes, unmet needs, treatment preferences, and challenges within the animal health ecosystem. 
• Focus Groups: Used to understand perceptions, attitudes, and reactions towards animal health products, services, treatment options, and emerging solutions.
• Expert Consultations: Involving veterinarians, animal health professionals, researchers, and industry experts to gather expert perspectives on market trends, clinical needs, and adoption barriers 
• Secondary Research: Analysing existing industry reports, scientific literature, regulatory updates, and market data to understand market dynamics and identify research gaps.
• Competitive Intelligence Studies: Evaluating competitor strategies, product positioning, pricing, and market presence to identify opportunities and threats.
• Voice Of Customer Research: Capturing feedback from end users and decision-makers to understand satisfaction levels, expectations, and factors influencing product choices.

Why Choose Unimrkt Healthcare for Animal Health Research 

Selecting the right healthcare market research firm is essential for generating reliable market data, where decision-making involves multiple stakeholders and varies significantly across regions and segments. Here is why organizations trust Unimrkt Healthcare for market research:

• Deep Healthcare Industry Expertise: Supported by professionals with healthcare education backgrounds and extensive market research experience, Unimrkt Healthcare brings a strong understanding of healthcare ecosystems and stakeholder needs.
• Access To Relevant Audiences:With wide directory access across major markets and experience engaging diverse healthcare stakeholders, Unimrkt Healthcare helps connect research studies with the right respondents to generate reliable research data. 
• Hybrid Research Methodologies: Combining approaches such as Computer Assisted Telephone Interviews (CATI) and online panels enables comprehensive data collection across different animal health research requirements.
• Quality And Compliance Standards: As an ISO 20252 and ISO 27001 certified agency with ESOMAR-compliant practices, Unimrkt Healthcare follows structured processes to maintain data quality, security, and research integrity.
• Global Research Capabilities: Experience with multilingual interviewers and multi-country projects enables research across diverse geographic markets while accounting for regional differences.
• Comprehensive Research Findings : Beyond collecting responses, Unimrkt Healthcare focuses on gathering robust, decision-ready data through in-depth stakeholder engagement and structured research methodologies. 

About Unimrkt Healthcare

Unimrkt Healthcare helps organisations navigate complex healthcare markets through robust market research, reliable data, and evidence-based analysis. As part of Unimrkt Research, the company specialises exclusively in healthcare market research, supporting businesses across Pharma & Life Sciences, Medical Technology and Devices, Animal Healthcare, and Digital Healthcare, delivering high-quality research data that supports strategy, planning, and business decisions.

The company combines domain expertise with established quality frameworks to deliver research that is accurate, secure, and actionable. With ISO 20252 and ISO 27001 certifications and practices aligned with ESOMAR standards, Unimrkt Healthcare maintains robust processes across research execution and data management. By engaging healthcare stakeholders such as patients, physicians, payers, providers, and industry experts, the company helps clients understand market dynamics, stakeholder behaviour, and emerging opportunities across the healthcare value chain.

To learn more or discuss a research requirement, reach out to Unimrkt Healthcare at +91 124 424 5210 or +91 9870 377 557, email sales@unimrkthealth.com , or submit an enquiry through the contact form.

Frequently Asked Questions

Q. What factors are driving changes in the animal health industry?

The animal health industry is evolving due to factors such as increasing pet ownership, growing awareness of preventive care, rising demand for improved livestock productivity, and advancements in diagnostics and treatment solutions. Changing regulations, technology adoption, and greater focus on animal welfare are also influencing market priorities.

Q. How can research help companies identify opportunities in animal healthcare?

Research helps organisations understand stakeholder needs, evaluate market potential, identify unmet requirements, and assess competitive dynamics. This research can support decisions related to product development, market expansion, positioning, and customer engagement strategies.

Q. What role does technology play in improving animal healthcare?

Technology is enabling advancements in areas such as digital health monitoring, diagnostics, remote consultations, and data-driven disease management. These innovations help improve early detection, treatment outcomes, and overall efficiency in animal healthcare delivery.

Q. Why is stakeholder research important in animal health markets?

Animal health decisions often involve multiple stakeholders, including veterinarians, farmers, pet owners, producers, and industry experts. Understanding their needs, preferences, and challenges helps organisations develop solutions that better align with real-world requirements.

Q. How do companion animal and livestock research differ?

Companion animal research often focuses on pet owner behaviour, veterinary preferences, and treatment adoption, while livestock research typically considers farm practices, production outcomes, herd health, and economic factors. The difference in decision-making processes requires tailored research approaches for each segment.

Q. What should companies look for when choosing a research partner for animal health studies?

Companies should consider factors such as relevant industry experience, access to appropriate stakeholders, research quality standards, methodological expertise, and the ability to deliver reliable research data that supports informed decision-making. A research partner with healthcare expertise can help navigate the complexity of animal health markets more effectively.