MG&A Veterinary market research: Cancer treatment for dogs; is it fair?

According to, tragically half of dogs over the age of 10 will die from cancer. After trauma, cancer is the number one cause of death for pets over 2 y old.

The Animal Cancer Trust is just one organisation funding the fight against cancer in our pets, with its aims:
• To provide information and education that help owners,
the veterinary profession and all who care for our pets
understand more about cancer and what treatments are
• To facilitate ethical research and improve our understanding
and treatment of cancer.
• To work with partners, at home and abroad, to pursue the
fight against cancer in our pets

But is it fair to to try and extend the life of our beloved pets who have cancer by using chemotherapy?

We asked a dog owners, “Tragically half of dogs over 10 years old will die from cancer. After trauma, cancer is the number one cause of death for pets over 2y old. Although every case is different, in principle, how do you view the use of chemotherapy for the treatment of cancer in dogs?”


Just over a third of owners (38%) were in favour of chemotherapy for their dogs. Half (50%), however, were undecided. Just 13% were against or totally against its use for the treatment of cancer in dogs.

About the sample

MG&A conducted an online survey among 250 dog owners in December 2016. The questions ranged from the serious to the frivolous.

All respondents were dog owners:
• Aged or 21y or older with 9% over 60y
• Either totally or jointly responsible for the health and well-being of the dog
• Living in UK

In addition to at least one dog:
• 27% had a cat
• 10% had a small furry

If you would like further information on this survey or you would like to discuss the possibility of MG&A conducting a bespoke survey for you among pet owners, farmers, vets or other healthcare professionals, please do get in touch or contact Mo through LinkedIn

Who is MG&A?

Based near London in UK, Mo Gannon & Associates (MG&A) provides B2B and B2C marketing consultancy and marketing research, specialising in agriculture, animal health and veterinary markets, both in UK and internationally.

MG&A utilises a wide range of quantitative and qualitative methodologies, including several different online approaches, in order to help clients achieve their objectives.

Typical challenges our clients ask us to help them with include…

• Identifying and satisfying market opportunities
• Generating, refining and evaluating marketing activities
• Monitoring market performance

These objectives often include techniques such as Gabor Granger or Van Westendorp pricing models, market segmentation, providing Net Promoter Scores etc. MG&A also facilitates large group Stakeholder Engagement Workshops for clients and their customers. More information can be found at or on LinkedIn

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