This document summarizes the findings of qualitative research conducted for an online dog bakery startup. The research included interviews and focus groups with consumers. Key findings include: respondents had positive feedback about the brand's story and ingredients but wanted more product details and samples; ingredients and packaging were strengths while flavors, sizes, and whether the treats were hard or soft needed clarification; and Amazon Prime has influenced expectations for shipping so a subscription service with free shipping could be beneficial. The document concludes by recommending introducing new products, tweaking the website for clarity, and starting a monthly subscription service.