Gutierrez 1

Kymberly Gutierrez

ENC 1102

March 4, 2019

Research Dossier: Examination of DNA Kits in the Market

Introduction to the Research Dossier

DNA kits have become widely popular in recent years, with many brands
competing in the market. Many individuals want to uncover their ethnic background
while others want to find unknown relatives. There are numerous accounts of individuals
discovering unknown facts about their family, whether it be good or bad. All of this is
possible with just a small sample of saliva.
In this research paper I plan on looking into three different DNA kits, Ancestry,
23andMe, and MyHeritage, each being a perspective from the Rogerian Model of
Argumentation. By looking at each website, I will examine the different ways each
company sells itself and what aspects they choose to focus on when conducting tests. I
will explore their different advertising techniques and the number of consumers each
company gathers. In addition, I have taken the Ancestry DNA test, so I will be able to
describe my experience with it. By comparing the three companies, I will be able to find
which company has the most effective methods. The average consumer has a specific
amount of money set aside for miscellaneous items and activities, in this case DNA kits.
This means that consumers will usually not spend money on more than one kit.
Although there are other factors involved when choosing a kit, such as cost and
availability, they will most likely purchase the kit that appeals to them the most.
At the beginning of the research process, when writing the research proposal
memo, narrowing the topic down was difficult. I was only sure that I wanted to do
something with genetic testing. When the idea of comparing different DNA kits came up
during the research map assignment, I immediately went with it. Because the kits have
become widespread around the globe, I knew the topic would be of importance. When
finding articles of the topic, it proved to be a difficult task. This led me to realize I would
have to analyze the different advertisements of each kit myself.
By following the BEAM (Background, Evidence, Argument, and Method) method,
I have organized most of the resources I will use into alphabetical order. For the
background element, I will be using the three DNA kit’s websites, that way I can get
their perspective on why they are selling their kit and to what audience they want their
kit to be sold to. I also included a website detailing the different DNA methods and how
they evolved over the years. As for evidence, I will be examining the different
commercials and what and who they appeal to. When using citations for the argument
portion, although I have to find more articles, I will be using articles focusing on the
disadvantages of DNA testing, such as the issue of privacy. For methods, I will be using
and implementing different articles comparing the effectiveness of each test.
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An issue I have faced is finding information and evidence for MyHeritage, which
is a serious situation considering it is one of my three perspectives. Because the other
two resources are more widely known, MyHeritage is not as popular. This does not
mean that MyHeritage is of lesser importance, but it does mean that I will have to do
more research. This research also does not focus on only how many consumers are
involved in each brand, but also the accuracy of each. Overall, the three DNA kits have
different styles of advertising, and whether those styles are effective or not is
determined by the consumer base.

Research Map

Research Question / Thesis

How do the advertisement techniques of three different DNA kit companies reach the consumers,
while also affecting which kit the consumer buys?

As mentioned in the introduction, information on MyHeritage is scarce. I plan on conducting

further in-depth research. Also, although it would be preferred that I do all three DNA tests,
Ancestry, MyHeritage and 23andMe, I cannot, due to lack of funds and time.

Field Research / Internet / Library

I will be implementing all three research types into my paper. I, myself, have done an Ancestry
DNA kit, so I will be able to describe my experience with it. Most of my research is from the
internet, ranging from the company’s website to personal experiences and thoughts. The library
provided an analyzation of the different companies.

Keywords

AncestryDNA
23andMe
MyHeritage
Pros and Cons of DNA kits
How do DNA kits differ
DNA tests worldwide
Disadvantages of DNA kits
Advertisements of DNA kits

Timetable

February
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
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11) 12) 13) Research 14) *** 15) 16) Miami

Map due/
***

17) Miami 18) Exam 2 19) *** 20) DPT due 21) *** 22) *** 23)

24) *** 25) Draft 26) 27) Peer- 28) ***

Research Review
Dossier due Workshop 1
Exam 2

March
Sunday Monday Tuesday Wednesday Thursday Friday Saturday

1) Knight 2) Knight
Hacks Hacks

3) Knight 4) Final 5) Mid-term 6) *** 7) 8) Exam 2 9)

Hacks Research Homework
Dossier due #1 due

10) 11) 12) 13) 14) 15) 16)

Spring Spring Spring Spring Spring Spring Spring
Break Break Break Break Break Break Break

17) 18) Exam 3 19) *** 20) 21) *** 22) 23) Miami
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24) Miami 25) 26) *** 27) Peer- 28) 29) Exam 3 30)
Workshop Review
Draft Workshop 2
Analysis
due
31) ***

April
Sunday Monday Tuesday Wednesday Thursday Friday Saturday

1) Pitch 2) *** 3) Final 4) *** 5) 6)

TED Talk Draft
Rhetorical
Analysis
due
7) 8) Exam 4/ 9) *** 10) 11) 12) Exam 3/ 13)
*** Workshop ***
Draft 1 due

14) *** 15) 16) 17) 18) *** 19) Final Draft 20)
Workshop Workshop Argumentative Homework
Draft 2 Draft 3 Research #2 &
due/ *** due/ Peer- Paper due Project due
review/ ***
21) 22) 23) Final 24) Exam 4 25) Final 26) Final 27)
Exam Exam Exam/ ***

28) *** 29) TED 30)

Talks/
e-portfolio
due

Orange = ENC1102
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Green = Biology
Purple = HFT
Blue = Chemistry
Pink = Trig
Red (***) = Available days for writing process
Annotated Bibliography

The 5 Best DNA Tests for Ancestry in 2019 - Which Testing Kit is Best & How to Choose. (2019,
January 10). Retrieved February 18, 2019, from
https://www.smarterhobby.com/genealogy/best-dna-test/

Content: The author lists the pros and cons of five genetic tests and explains the pros and cons
of each company.

Author: Mark Orwig is an avid writer for DNA testing and has even done a few tests himself. He
writes for smarterhobby, which is a website where people can write about their experiences
with products.

BEAM: Orwig has performed each of the five tests he goes into on himself. The guide he has
written explains what each test is best for, for instance, Ancestry is best for cousin matching
and involves most geographic regions for ethnicity.

(2018). 23andMe Health Ancestry Kit TV Commercial, 'An Unexpected Discovery: Kristin'.
Retrieved February 25, 2019, from https://www.ispot.tv/ad/whlG/23andme-health-
ancestry-kit-an-unexpected-discovery-kristin

Content: The commercial focuses on a personal story.

Author: 23andMe created the commercial.

BEAM: The advertisement is biased, focusing on a single mother and her journey, and why she
thought 23andMe was unique.

About-myheritage. (n.d.). Retrieved February 19, 2019, from

https://www.myheritage.com/about-myheritage/

Content: MyHeritage displays a different look in their biographical section and also includes
trips and projects.

Author: MyHeritage created the website and wrote the articles in each section.

BEAM: MyHeritage is biased to its own product. They include a catalog of articles and
information exhibiting the company's mission trips and projects to help ethnic communities
around the world.
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About Us. (n.d.). Retrieved February 19, 2019, from

https://mediacenter.23andme.com/company/about-us/

Content: The information on 23andMe's website is similar to what was shown on Ancestry
corporate’s website.

Author: Workers of 23andMe wrote their article.

BEAM: This website provides background material of their own product, leading them to be
biased. 23andMe's website also included a section discussing how many consumers used the
product and how the consumer's use of the product contributed to the company. This makes
the consumers feel special; they can not only find their ethnic origin, but also contribute to
scientific communities’ index of genetic information.

(2018). AncestryDNA Holiday Sale TV Commercial, 'Jennifer'. Retrieved February 25, 2019, from
https://www.ispot.tv/ad/dcgB/ancestrydna-holiday-sale-jennifer

Content: The commercial used a personal story, showing her results from the test.

Author: Ancestry is the maker of the advertisement.

BEAM: By using a personals story and including history of the consumer’s genealogy can aid in
persuading others to buy the product. In addition, the commercial uses the holiday season to its
advantage.

Genealogical DNA Testing Around the Globe. (2018, December 29). Retrieved February 25,
2019, from https://thednageek.com/genealogical-dna-testing-around-the-globe/

Content: The article lists countries and shows which DNA kits are available in said country.

Author: Composition of writers who are well informed in science, in this case genealogy. The
head writer is Leah Larkin who has studied DNA for years.

BEAM: This shows that DNA testing is, in fact, worldwide.

History of DNA Testing. (n.d.). Retrieved February 19, 2019, from

https://dnacenter.com/history-dna-testing/

Content: The article begins with the history of DNA testing starting from the 1920’s with blood
typing. It goes on to show that the many different DNA tests that have since then been created.

Author: DNA Diagnostics Center is a company providing DNA, paternity, immigration and
prenatal tests.
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BEAM: This website offers background on DNA testing as a whole, therefore being unbiased.

Ho, C. (2018, November 23). DNA testing companies get into the Black Friday game. Retrieved
February 18, 2019, from https://www.sfchronicle.com/business/article/DNA-testing-
companies-get-into-the-Black-Friday-13415212.php

Content: The New York Times article, "DNA testing companies get into the Black Friday game"
by Catherine Ho, provides information about the recent advertising techniques of DNA testing
companies. The author explains that these companies have been evolving their advertising
tactics for certain holidays while also providing statistics about how effective these tactics
were.

Author: Catherine Ho researches and writes about health care and medical technology articles
for the San Francisco Chronicle.

BEAM: The article analyzes the different advertising techniques used by 23andMe and Ancestry
and how effective their tactics were. Because it was a comparison of the two tests, exhibiting
two perspectives, this leads the article to be unbiased.

Holger, D. (2019). 23Andme Vs. Ancestrydna: What’s the Difference? PCWorld, 37(1), 90–94.
Retrieved from https://login.ezproxy.net.ucf.edu/login?auth=shibb&url=https://search-
ebscohost-
com.ezproxy.net.ucf.edu/login.aspx?direct=true&db=buh&AN=133861496&site=eds-
live&scope=site

Content: Holger looks into the differences between 23andMe and Ancestry, providing facts and
evidence for each.

Author: Dieter Holger is a staff writer at PCWorld and covers consumer technology, apps, and
services

BEAM: Holger, being unbiased, analyzes the differences between 23andMe and Ancestry by
looking into the methods of which they test DNA, the results given, the ethnic regions covered,
and their databases.

May, T. (2018). Sociogenetic Risks - Ancestry DNA Testing, Third-Party Identity, and Protection
of Privacy. The New England Journal of Medicine, (5), 410. Retrieved from
https://login.ezproxy.net.ucf.edu/login?auth=shibb&url=https://search-ebscohost-
com.ezproxy.net.ucf.edu/login.aspx?direct=true&db=edsggr&AN=edsgcl.549983382&site=
eds-live&scope=site

Content: The writer reveals the issue of privacy when it comes to DNA testing and touches on
the Genetic Information Nondiscrimination Act of 2008.
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Author: Thomas May is a PhD who focuses on risks of revealing genomic information.

BEAM: May provides his perspective on DNA testing, revealing that he believes not all aspects
of DNA testing is safe.

Paid Search Advertising Spend on DNA Testing & Genealogy Grows 81% Since 2015;
Ancestry.com The Most Clicked Advertiser. (n.d.). Retrieved February 18, 2019, from
https://www.adgooroo.com/dna-testing-genealogy-paid-search-ads/

Content: Adgooroo displayed information regarding the effectiveness of paid advertisements

found in Google searches. The information provided shows statistics regarding the
effectiveness of these companies’ advertisements, which will prove useful when breaking down
how advertisements can cause potential consumers to become interested and eventually
buying a product.

Author: AdGooroo is an advertising research agency.

BEAM: This source provides different perspectives, showing the top advertisers in a pie chart. It
revealed that Ancestry came in first, followed by MyHeritage and then closely by 23andMe.

We're a science and technology company with a very human mission. (n.d.). Retrieved February
19, 2019, from https://www.ancestry.com/corporate/about-ancestry/our-story

Content: On Ancestry Corporate's website, their mission statement and story are shown,
explaining in detail their achievements in the field to get to the point where they are now. This
communicates to potential consumers that this company has worked excruciatingly hard and
provides a sense of trust that this company has a reliable test to take part in.

Author: Ancestry wrote their article.

BEAM: This website provides background material of their own kit, therefore being biased.