Applied domain
Pet is where commerce, care, identity, and emotion collide.
Fels Mediai uses pet as a research domain for emotional decision-making, content, trust, and how people make choices for animals they love.
Core idea
People don't make pet decisions like ordinary consumer decisions.
They make them through guilt, love, identity, responsibility, aspiration, and care.
Research areas
What we're studying in pet
research area
Emotional Function Mapping
research area
Care Identity
research area
Reluctant Attachment
research area
Pet Content and Commerce
research area
Trust in Pet Recommendations
Field work
Experiments in progress
Media experiment
The Reluctant Dog Dad
A media experiment exploring the emotional arc of becoming a pet person reluctantly.
Field notes
Smart Pet Collective lessons
Lessons from building in pet media, monetization, lead generation, and commerce.
Open
Future pet experiments
Space for future products, assessments, and media concepts.
doghouse
Still in the Doghouse
Some pet ideas are still in the Doghouse: half-formed, actively chewed on, and not ready to behave yet.