Understand Your Dog Better With North Carolina Startup Dognition

Dognition,Durham startup,NC startup,startups,startup,startup newsBrian Hare, the founder and director of Duke University’s Canine Cognition Center is introducing a new startup to help normal folks understand their dogs better. His North Carolina based startup, called Dognition, isn’t going to magically give your dog a voice, however it will provide ways for you to better understand your canine friends.

Dognition will feature a website and mobile app. The first step with Dognition will be an assessment test. The test will be offered via the mobile app and will tell dog owners exactly how to administer it. According to the News and Observer, through the administration of the test, dog owners will be able to discover their dogs cognitive strengths and weaknesses. From there, dog owners will be able to set up a “Dognition Profile” report.

Dognition will go into free beta testing today and plans to open to the public for between $40 and $60 in January. That may seem a little steep to you however the American Pet Product’s Association has said that despite the recession spending on pets has risen 4.8% or more in the last few years and is on pace to raise another 3.8% this year.

Hare is also hopeful that the research they do at the Canine Cognition Center will benefit from having hundreds of dogs across the globe using the platform.

“The collective data that Dognition accumulate also hold the promise of expanding our scientific understanding of dogs” Hare said. “Academic centers such as the one he leads at Duke only have the capacity to test a few hundred dogs a year, so opening up such tests to dog owners worldwide via the Internet has the scientist practically drooling.”

Local serial entrepreneur Kip Frey has come aboard at Dognition as CEO. Also McKinney, the largest advertising agency in the Research Triangle will also support Dognition with market research, marketing, brand development and helping with the UI for the website and mobile apps.

McKinney’s CEO Brad Brinegar has three dogs and told the News & Observer: “I wake up every morning and think, ‘This is going to be big”

Science has suggested in the past that to draw parallels between humans and other mammals you need to look to dolphins and apes. According to Hare, research over the last 15 years has suggested that dogs are more intelligent than once thought.

“Dogs are more sophisticated than even the most dedicated dog lover might imagine,” Hare said.” Actually dogs, in many ways, solve problems really similarly to human children. And they’re more similar to human children than … apes.”

Frey has already raised $1 million dollars for Dognition in an angel round.


Check out Dognition here

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