Global Direct-to-consumer Disease Risk and Health DNA Test Market 2019 by Manufacturers, Regions, Type and Application, Forecast to 2024

Table of Contents

1 Market Overview

• 1.1 Direct-to-consumer Disease Risk and Health DNA Test Introduction
• 1.2 Market Analysis by Type
  • 1.2.1 Type I
  • 1.2.2 Celiac Disease
  • 1.2.3 Parkinson Disease
  • 1.2.4 Alzheimer Disease
  • 1.2.5 Other
• 1.3 Market Analysis by Applications
  • 1.3.1 Online
  • 1.3.2 Offline
• 1.4 Market Analysis by Regions
  • 1.4.1 North America (United States, Canada and Mexico)
    • 1.4.1.1 United States Market States and Outlook (2014-2024)
    • 1.4.1.2 Canada Market States and Outlook (2014-2024)
    • 1.4.1.3 Mexico Market States and Outlook (2014-2024)
  • 1.4.2 Europe (Germany, France, UK, Russia and Italy)
    • 1.4.2.1 Germany Market States and Outlook (2014-2024)
    • 1.4.2.2 France Market States and Outlook (2014-2024)
    • 1.4.2.3 UK Market States and Outlook (2014-2024)
    • 1.4.2.4 Russia Market States and Outlook (2014-2024)
    • 1.4.2.5 Italy Market States and Outlook (2014-2024)
  • 1.4.3 Asia-Pacific (China, Japan, Korea, India and Southeast Asia)
    • 1.4.3.1 China Market States and Outlook (2014-2024)
    • 1.4.3.2 Japan Market States and Outlook (2014-2024)
    • 1.4.3.3 Korea Market States and Outlook (2014-2024)
    • 1.4.3.4 India Market States and Outlook (2014-2024)
    • 1.4.3.5 Southeast Asia Market States and Outlook (2014-2024)
  • 1.4.4 South America, Middle East and Africa
    • 1.4.4.1 Brazil Market States and Outlook (2014-2024)
    • 1.4.4.2 Egypt Market States and Outlook (2014-2024)
    • 1.4.4.3 Saudi Arabia Market States and Outlook (2014-2024)
    • 1.4.4.4 South Africa Market States and Outlook (2014-2024)
    • 1.4.4.5 Turkey Market States and Outlook (2014-2024)
• 1.5 Market Dynamics
  • 1.5.1 Market Opportunities
  • 1.5.2 Market Risk
  • 1.5.3 Market Driving Force

2 Manufacturers Profiles

• 2.1 23andMe
  • 2.1.1 Business Overview
  • 2.1.2 Direct-to-consumer Disease Risk and Health DNA Test Type and Applications
    • 2.1.2.1 Product A
    • 2.1.2.2 Product B
  • 2.1.3 23andMe Direct-to-consumer Disease Risk and Health DNA Test Sales, Price, Revenue, Gross Margin and Market Share (2017-2018)
• 2.2 MyHeritage
  • 2.2.1 Business Overview
  • 2.2.2 Direct-to-consumer Disease Risk and Health DNA Test Type and Applications
    • 2.2.2.1 Product A
    • 2.2.2.2 Product B
  • 2.2.3 MyHeritage Direct-to-consumer Disease Risk and Health DNA Test Sales, Price, Revenue, Gross Margin and Market Share (2017-2018)
• 2.3 LabCorp
  • 2.3.1 Business Overview
  • 2.3.2 Direct-to-consumer Disease Risk and Health DNA Test Type and Applications
    • 2.3.2.1 Product A
    • 2.3.2.2 Product B
  • 2.3.3 LabCorp Direct-to-consumer Disease Risk and Health DNA Test Sales, Price, Revenue, Gross Margin and Market Share (2017-2018)
• 2.4 Myriad Genetics
  • 2.4.1 Business Overview
  • 2.4.2 Direct-to-consumer Disease Risk and Health DNA Test Type and Applications
    • 2.4.2.1 Product A
    • 2.4.2.2 Product B
  • 2.4.3 Myriad Genetics Direct-to-consumer Disease Risk and Health DNA Test Sales, Price, Revenue, Gross Margin and Market Share (2017-2018)
• 2.5 Ancestry.com
  • 2.5.1 Business Overview
  • 2.5.2 Direct-to-consumer Disease Risk and Health DNA Test Type and Applications
    • 2.5.2.1 Product A
    • 2.5.2.2 Product B
  • 2.5.3 Ancestry.com Direct-to-consumer Disease Risk and Health DNA Test Sales, Price, Revenue, Gross Margin and Market Share (2017-2018)
• 2.6 Quest Diagnostics
  • 2.6.1 Business Overview
  • 2.6.2 Direct-to-consumer Disease Risk and Health DNA Test Type and Applications
    • 2.6.2.1 Product A
    • 2.6.2.2 Product B
  • 2.6.3 Quest Diagnostics Direct-to-consumer Disease Risk and Health DNA Test Sales, Price, Revenue, Gross Margin and Market Share (2017-2018)
• 2.7 Gene By Gene
  • 2.7.1 Business Overview
  • 2.7.2 Direct-to-consumer Disease Risk and Health DNA Test Type and Applications
    • 2.7.2.1 Product A
    • 2.7.2.2 Product B
  • 2.7.3 Gene By Gene Direct-to-consumer Disease Risk and Health DNA Test Sales, Price, Revenue, Gross Margin and Market Share (2017-2018)
• 2.8 DNA Diagnostics Center
  • 2.8.1 Business Overview
  • 2.8.2 Direct-to-consumer Disease Risk and Health DNA Test Type and Applications
    • 2.8.2.1 Product A
    • 2.8.2.2 Product B
  • 2.8.3 DNA Diagnostics Center Direct-to-consumer Disease Risk and Health DNA Test Sales, Price, Revenue, Gross Margin and Market Share (2017-2018)
• 2.9 Invitae
  • 2.9.1 Business Overview
  • 2.9.2 Direct-to-consumer Disease Risk and Health DNA Test Type and Applications
    • 2.9.2.1 Product A
    • 2.9.2.2 Product B
  • 2.9.3 Invitae Direct-to-consumer Disease Risk and Health DNA Test Sales, Price, Revenue, Gross Margin and Market Share (2017-2018)
• 2.10 IntelliGenetics
  • 2.10.1 Business Overview
  • 2.10.2 Direct-to-consumer Disease Risk and Health DNA Test Type and Applications
    • 2.10.2.1 Product A
    • 2.10.2.2 Product B
  • 2.10.3 IntelliGenetics Direct-to-consumer Disease Risk and Health DNA Test Sales, Price, Revenue, Gross Margin and Market Share (2017-2018)
• 2.11 Ambry Genetics
  • 2.11.1 Business Overview
  • 2.11.2 Direct-to-consumer Disease Risk and Health DNA Test Type and Applications
    • 2.11.2.1 Product A
    • 2.11.2.2 Product B
  • 2.11.3 Ambry Genetics Direct-to-consumer Disease Risk and Health DNA Test Sales, Price, Revenue, Gross Margin and Market Share (2017-2018)
• 2.12 Living DNA
  • 2.12.1 Business Overview
  • 2.12.2 Direct-to-consumer Disease Risk and Health DNA Test Type and Applications
    • 2.12.2.1 Product A
    • 2.12.2.2 Product B
  • 2.12.3 Living DNA Direct-to-consumer Disease Risk and Health DNA Test Sales, Price, Revenue, Gross Margin and Market Share (2017-2018)
• 2.13 EasyDNA
  • 2.13.1 Business Overview
  • 2.13.2 Direct-to-consumer Disease Risk and Health DNA Test Type and Applications
    • 2.13.2.1 Product A
    • 2.13.2.2 Product B
  • 2.13.3 EasyDNA Direct-to-consumer Disease Risk and Health DNA Test Sales, Price, Revenue, Gross Margin and Market Share (2017-2018)
• 2.14 Pathway Genomics
  • 2.14.1 Business Overview
  • 2.14.2 Direct-to-consumer Disease Risk and Health DNA Test Type and Applications
    • 2.14.2.1 Product A
    • 2.14.2.2 Product B
  • 2.14.3 Pathway Genomics Direct-to-consumer Disease Risk and Health DNA Test Sales, Price, Revenue, Gross Margin and Market Share (2017-2018)
• 2.15 Centrillion Technology
  • 2.15.1 Business Overview
  • 2.15.2 Direct-to-consumer Disease Risk and Health DNA Test Type and Applications
    • 2.15.2.1 Product A
    • 2.15.2.2 Product B
  • 2.15.3 Centrillion Technology Direct-to-consumer Disease Risk and Health DNA Test Sales, Price, Revenue, Gross Margin and Market Share (2017-2018)
• 2.16 Xcode
  • 2.16.1 Business Overview
  • 2.16.2 Direct-to-consumer Disease Risk and Health DNA Test Type and Applications
    • 2.16.2.1 Product A
    • 2.16.2.2 Product B
  • 2.16.3 Xcode Direct-to-consumer Disease Risk and Health DNA Test Sales, Price, Revenue, Gross Margin and Market Share (2017-2018)
• 2.17 Color Genomics
  • 2.17.1 Business Overview
  • 2.17.2 Direct-to-consumer Disease Risk and Health DNA Test Type and Applications
    • 2.17.2.1 Product A
    • 2.17.2.2 Product B
  • 2.17.3 Color Genomics Direct-to-consumer Disease Risk and Health DNA Test Sales, Price, Revenue, Gross Margin and Market Share (2017-2018)
• 2.18 Anglia DNA Services
  • 2.18.1 Business Overview
  • 2.18.2 Direct-to-consumer Disease Risk and Health DNA Test Type and Applications
    • 2.18.2.1 Product A
    • 2.18.2.2 Product B
  • 2.18.3 Anglia DNA Services Direct-to-consumer Disease Risk and Health DNA Test Sales, Price, Revenue, Gross Margin and Market Share (2017-2018)
• 2.19 African Ancestry
  • 2.19.1 Business Overview
  • 2.19.2 Direct-to-consumer Disease Risk and Health DNA Test Type and Applications
    • 2.19.2.1 Product A
    • 2.19.2.2 Product B
  • 2.19.3 African Ancestry Direct-to-consumer Disease Risk and Health DNA Test Sales, Price, Revenue, Gross Margin and Market Share (2017-2018)
• 2.20 Canadian DNA Services
  • 2.20.1 Business Overview
  • 2.20.2 Direct-to-consumer Disease Risk and Health DNA Test Type and Applications
    • 2.20.2.1 Product A
    • 2.20.2.2 Product B
  • 2.20.3 Canadian DNA Services Direct-to-consumer Disease Risk and Health DNA Test Sales, Price, Revenue, Gross Margin and Market Share (2017-2018)
• 2.21 DNA Family Check
  • 2.21.1 Business Overview
  • 2.2.2 Direct-to-consumer Disease Risk and Health DNA Test Type and Applications
    • 2.21.2.1 Product A
    • 2.21.2.2 Product B
  • 2.21.3 DNA Family Check Direct-to-consumer Disease Risk and Health DNA Test Sales, Price, Revenue, Gross Margin and Market Share (2017-2018)
• 2.22 Alpha Biolaboratories
  • 2.22.1 Business Overview
  • 2.22.2 Direct-to-consumer Disease Risk and Health DNA Test Type and Applications
    • 2.22.2.1 Product A
    • 2.22.2.2 Product B
  • 2.22.3 Alpha Biolaboratories Direct-to-consumer Disease Risk and Health DNA Test Sales, Price, Revenue, Gross Margin and Market Share (2017-2018)
• 2.23 Test Me DNA
  • 2.23.1 Business Overview
  • 2.23.2 Direct-to-consumer Disease Risk and Health DNA Test Type and Applications
    • 2.23.2.1 Product A
    • 2.23.2.2 Product B
  • 2.23.3 Test Me DNA Direct-to-consumer Disease Risk and Health DNA Test Sales, Price, Revenue, Gross Margin and Market Share (2017-2018)
• 2.24 23 Mofang
  • 2.24.1 Business Overview
  • 2.24.2 Direct-to-consumer Disease Risk and Health DNA Test Type and Applications
    • 2.24.2.1 Product A
    • 2.24.2.2 Product B
  • 2.24.3 23 Mofang Direct-to-consumer Disease Risk and Health DNA Test Sales, Price, Revenue, Gross Margin and Market Share (2017-2018)
• 2.25 Genetic Health
  • 2.25.1 Business Overview
  • 2.25.2 Direct-to-consumer Disease Risk and Health DNA Test Type and Applications
    • 2.25.2.1 Product A
    • 2.25.2.2 Product B
  • 2.25.3 Genetic Health Direct-to-consumer Disease Risk and Health DNA Test Sales, Price, Revenue, Gross Margin and Market Share (2017-2018)
• 2.26 DNA Services of America
  • 2.26.1 Business Overview
  • 2.26.2 Direct-to-consumer Disease Risk and Health DNA Test Type and Applications
    • 2.26.2.1 Product A
    • 2.26.2.2 Product B
  • 2.26.3 DNA Services of America Direct-to-consumer Disease Risk and Health DNA Test Sales, Price, Revenue, Gross Margin and Market Share (2017-2018)
• 2.27 Shuwen Health Sciences
  • 2.27.1 Business Overview
  • 2.27.2 Direct-to-consumer Disease Risk and Health DNA Test Type and Applications
    • 2.27.2.1 Product A
    • 2.27.2.2 Product B
  • 2.27.3 Shuwen Health Sciences Direct-to-consumer Disease Risk and Health DNA Test Sales, Price, Revenue, Gross Margin and Market Share (2017-2018)
• 2.28 Mapmygenome
  • 2.28.1 Business Overview
  • 2.28.2 Direct-to-consumer Disease Risk and Health DNA Test Type and Applications
    • 2.28.2.1 Product A
    • 2.28.2.2 Product B
  • 2.28.3 Mapmygenome Direct-to-consumer Disease Risk and Health DNA Test Sales, Price, Revenue, Gross Margin and Market Share (2017-2018)
• 2.29 Full Genomes
  • 2.29.1 Business Overview
  • 2.29.2 Direct-to-consumer Disease Risk and Health DNA Test Type and Applications
    • 2.29.2.1 Product A
    • 2.29.2.2 Product B
  • 2.29.3 Full Genomes Direct-to-consumer Disease Risk and Health DNA Test Sales, Price, Revenue, Gross Margin and Market Share (2017-2018)

3 Global Direct-to-consumer Disease Risk and Health DNA Test Sales, Revenue, Market Share and Competition by Manufacturer (2017-2018)

• 3.1 Global Direct-to-consumer Disease Risk and Health DNA Test Sales and Market Share by Manufacturer (2017-2018)
• 3.2 Global Direct-to-consumer Disease Risk and Health DNA Test Revenue and Market Share by Manufacturer (2017-2018)
• 3.3 Market Concentration Rate
  • 3.3.1 Top 3 Direct-to-consumer Disease Risk and Health DNA Test Manufacturer Market Share in 2018
  • 3.3.2 Top 6 Direct-to-consumer Disease Risk and Health DNA Test Manufacturer Market Share in 2018
• 3.4 Market Competition Trend

4 Global Direct-to-consumer Disease Risk and Health DNA Test Market Analysis by Regions

• 4.1 Global Direct-to-consumer Disease Risk and Health DNA Test Sales, Revenue and Market Share by Regions
  • 4.1.1 Global Direct-to-consumer Disease Risk and Health DNA Test Sales and Market Share by Regions (2014-2019)
  • 4.1.2 Global Direct-to-consumer Disease Risk and Health DNA Test Revenue and Market Share by Regions (2014-2019)
• 4.2 North America Direct-to-consumer Disease Risk and Health DNA Test Sales and Growth Rate (2014-2019)
• 4.3 Europe Direct-to-consumer Disease Risk and Health DNA Test Sales and Growth Rate (2014-2019)
• 4.4 Asia-Pacific Direct-to-consumer Disease Risk and Health DNA Test Sales and Growth Rate (2014-2019)
• 4.5 South America Direct-to-consumer Disease Risk and Health DNA Test Sales and Growth Rate (2014-2019)
• 4.6 Middle East and Africa Direct-to-consumer Disease Risk and Health DNA Test Sales and Growth Rate (2014-2019)

5 North America Direct-to-consumer Disease Risk and Health DNA Test by Country

• 5.1 North America Direct-to-consumer Disease Risk and Health DNA Test Sales, Revenue and Market Share by Country
  • 5.1.1 North America Direct-to-consumer Disease Risk and Health DNA Test Sales and Market Share by Country (2014-2019)
  • 5.1.2 North America Direct-to-consumer Disease Risk and Health DNA Test Revenue and Market Share by Country (2014-2019)
• 5.2 United States Direct-to-consumer Disease Risk and Health DNA Test Sales and Growth Rate (2014-2019)
• 5.3 Canada Direct-to-consumer Disease Risk and Health DNA Test Sales and Growth Rate (2014-2019)
• 5.4 Mexico Direct-to-consumer Disease Risk and Health DNA Test Sales and Growth Rate (2014-2019)

6 Europe Direct-to-consumer Disease Risk and Health DNA Test by Country

• 6.1 Europe Direct-to-consumer Disease Risk and Health DNA Test Sales, Revenue and Market Share by Country
  • 6.1.1 Europe Direct-to-consumer Disease Risk and Health DNA Test Sales and Market Share by Country (2014-2019)
  • 6.1.2 Europe Direct-to-consumer Disease Risk and Health DNA Test Revenue and Market Share by Country (2014-2019)
• 6.2 Germany Direct-to-consumer Disease Risk and Health DNA Test Sales and Growth Rate (2014-2019)
• 6.3 UK Direct-to-consumer Disease Risk and Health DNA Test Sales and Growth Rate (2014-2019)
• 6.4 France Direct-to-consumer Disease Risk and Health DNA Test Sales and Growth Rate (2014-2019)
• 6.5 Russia Direct-to-consumer Disease Risk and Health DNA Test Sales and Growth Rate (2014-2019)
• 6.6 Italy Direct-to-consumer Disease Risk and Health DNA Test Sales and Growth Rate (2014-2019)

7 Asia-Pacific Direct-to-consumer Disease Risk and Health DNA Test by Country

• 7.1 Asia-Pacific Direct-to-consumer Disease Risk and Health DNA Test Sales, Revenue and Market Share by Country
  • 7.1.1 Asia-Pacific Direct-to-consumer Disease Risk and Health DNA Test Sales and Market Share by Country (2014-2019)
  • 7.1.2 Asia-Pacific Direct-to-consumer Disease Risk and Health DNA Test Revenue and Market Share by Country (2014-2019)
• 7.2 China Direct-to-consumer Disease Risk and Health DNA Test Sales and Growth Rate (2014-2019)
• 7.3 Japan Direct-to-consumer Disease Risk and Health DNA Test Sales and Growth Rate (2014-2019)
• 7.4 Korea Direct-to-consumer Disease Risk and Health DNA Test Sales and Growth Rate (2014-2019)
• 7.5 India Direct-to-consumer Disease Risk and Health DNA Test Sales and Growth Rate (2014-2019)
• 7.6 Southeast Asia Direct-to-consumer Disease Risk and Health DNA Test Sales and Growth Rate (2014-2019)

8 South America Direct-to-consumer Disease Risk and Health DNA Test by Country

• 8.1 South America Direct-to-consumer Disease Risk and Health DNA Test Sales, Revenue and Market Share by Country
  • 8.1.1 South America Direct-to-consumer Disease Risk and Health DNA Test Sales and Market Share by Country (2014-2019)
  • 8.1.2 South America Direct-to-consumer Disease Risk and Health DNA Test Revenue and Market Share by Country (2014-2019)
• 8.2 Brazil Direct-to-consumer Disease Risk and Health DNA Test Sales and Growth Rate (2014-2019)
• 8.3 Argentina Direct-to-consumer Disease Risk and Health DNA Test Sales and Growth Rate (2014-2019)
• 8.4 Colombia Direct-to-consumer Disease Risk and Health DNA Test Sales and Growth Rate (2014-2019)

9 Middle East and Africa Direct-to-consumer Disease Risk and Health DNA Test by Countries

• 9.1 Middle East and Africa Direct-to-consumer Disease Risk and Health DNA Test Sales, Revenue and Market Share by Country
  • 9.1.1 Middle East and Africa Direct-to-consumer Disease Risk and Health DNA Test Sales and Market Share by Country (2014-2019)
  • 9.1.2 Middle East and Africa Direct-to-consumer Disease Risk and Health DNA Test Revenue and Market Share by Country (2014-2019)
• 9.2 Saudi Arabia Direct-to-consumer Disease Risk and Health DNA Test Sales and Growth Rate (2014-2019)
• 9.3 Turkey Direct-to-consumer Disease Risk and Health DNA Test Sales and Growth Rate (2014-2019)
• 9.4 Egypt Direct-to-consumer Disease Risk and Health DNA Test Sales and Growth Rate (2014-2019)
• 9.5 Nigeria Direct-to-consumer Disease Risk and Health DNA Test Sales and Growth Rate (2014-2019)
• 9.6 South Africa Direct-to-consumer Disease Risk and Health DNA Test Sales and Growth Rate (2014-2019)

10 Global Direct-to-consumer Disease Risk and Health DNA Test Market Segment by Type

• 10.1 Global Direct-to-consumer Disease Risk and Health DNA Test Sales, Revenue and Market Share by Type (2014-2019)
  • 10.1.1 Global Direct-to-consumer Disease Risk and Health DNA Test Sales and Market Share by Type (2014-2019)
  • 10.1.2 Global Direct-to-consumer Disease Risk and Health DNA Test Revenue and Market Share by Type (2014-2019)
• 10.2 Type I Sales Growth and Price
  • 10.2.1 Global Type I Sales Growth (2014-2019)
  • 10.2.2 Global Type I Price (2014-2019)
• 10.3 Celiac Disease Sales Growth and Price
  • 10.3.1 Global Celiac Disease Sales Growth (2014-2019)
  • 10.3.2 Global Celiac Disease Price (2014-2019)
• 10.4 Parkinson Disease Sales Growth and Price
  • 10.4.1 Global Parkinson Disease Sales Growth (2014-2019)
  • 10.4.2 Global Parkinson Disease Price (2014-2019)
• 10.5 Alzheimer Disease Sales Growth and Price
  • 10.5.1 Global Alzheimer Disease Sales Growth (2014-2019)
  • 10.5.2 Global Alzheimer Disease Price (2014-2019)
• 10.6 Other Sales Growth and Price
  • 10.6.1 Global Other Sales Growth (2014-2019)
  • 10.6.2 Global Other Price (2014-2019)

11 Global Direct-to-consumer Disease Risk and Health DNA Test Market Segment by Application

• 11.1 Global Direct-to-consumer Disease Risk and Health DNA Test Sales Market Share by Application (2014-2019)
• 11.2 Online Sales Growth (2014-2019)
• 11.3 Offline Sales Growth (2014-2019)

12 Direct-to-consumer Disease Risk and Health DNA Test Market Forecast (2019-2024)

• 12.1 Global Direct-to-consumer Disease Risk and Health DNA Test Sales, Revenue and Growth Rate (2019-2024)
• 12.2 Direct-to-consumer Disease Risk and Health DNA Test Market Forecast by Regions (2019-2024)
  • 12.2.1 North America Direct-to-consumer Disease Risk and Health DNA Test Market Forecast (2019-2024)
  • 12.2.2 Europe Direct-to-consumer Disease Risk and Health DNA Test Market Forecast (2019-2024)
  • 12.2.3 Asia-Pacific Direct-to-consumer Disease Risk and Health DNA Test Market Forecast (2019-2024)
  • 12.2.4 South America Direct-to-consumer Disease Risk and Health DNA Test Market Forecast (2019-2024)
  • 12.2.5 Middle East and Africa Direct-to-consumer Disease Risk and Health DNA Test Market Forecast (2019-2024)
• 12.3 Direct-to-consumer Disease Risk and Health DNA Test Market Forecast by Type (2019-2024)
  • 12.3.1 Global Direct-to-consumer Disease Risk and Health DNA Test Sales Forecast by Type (2019-2024)
  • 12.3.2 Global Direct-to-consumer Disease Risk and Health DNA Test Market Share Forecast by Type (2019-2024)
• 12.4 Direct-to-consumer Disease Risk and Health DNA Test Market Forecast by Application (2019-2024)
  • 12.4.1 Global Direct-to-consumer Disease Risk and Health DNA Test Sales Forecast by Application (2019-2024)
  • 12.4.2 Global Direct-to-consumer Disease Risk and Health DNA Test Market Share Forecast by Application (2019-2024)

13 Sales Channel, Distributors, Traders and Dealers

• 13.1 Sales Channel
  • 13.1.1 Direct Marketing
  • 13.1.2 Indirect Marketing
  • 13.1.3 Marketing Channel Future Trend
• 13.2 Distributors, Traders and Dealers

14 Research Findings and Conclusion

15 Appendix

• 15.1 Methodology