• There are no suggestions because the search field is empty.

Developing paw-fect personas: Bringing millennial dog owners to life

Published 08 Jun 2021 2 minute read

Select Parent
Select Child

Further were brought on board to help the leadership team at Waggel understand their target customers in even more depth. We were tasked with exploring the daily emotions, frustrations and challenges that London-based millennials experience, from the moment their desire for owning a dog starts, to six months into having their own canine partner.

Context

Waggel are busy disrupting the pet insurance industry one tail wag at a time.
Their aim is to be the antithesis of big insurance companies by having a user-friendly website, simple and easy-to-read policies with straightforward systems and claims procedures. Waggel’s offer is a subscription-based insurance policy that delivers value by helping millennial dog owners with services that range from training and education to veterinary care and lastminute dog sitters. They want to make pet ownership fun and rewarding, sharing their passion for pets with their customers.

 Waggel firmly believes that pet insurance sucks, so they’re changing it. They’re shaking things up by offering their customers transparency,
affordability and a human touch. They love pets, they’re tech people and they have over 15 years of experience in the insurance industry.

Our approach

Drivers and touchpoints associated with the initial purchase, right through
to the day-to-day emotions, activities and challenges along the way to establishing a successful routine.

To connect these needs with services and products, we tested three early-stage value propositions. We used the feedback gathered to iterate a new value proposition (within 24 hours), then ran another agile test. This fast-paced iteration allowed us to validate hypotheses around useful services and products and ensure  that the insights were grounded and immediately actionable.

Using our Together research platform, we immersed ourselves in the lives of 24 carefully selected millennial dog owners over seven days. Participants ranged from soon-to-be owners (i.e. they had just purchased a dog but had not yet collected their pet), new owners and those with six months experience.

We tasked them with activities that would surface the minutiae of dog ownership experiences, including the well-known highs and some of the lesser-known lows.

To tell the story of the customer journey with impact, we presented the findings in a series of timelines, through the eyes of four distinct personas that Waggel could ‘live’. By mapping out the customer journey, we enabled the leadership team at Waggel to understand potential customer touchpoints and interactions so they can cherry-pick the critical moments in which to physically and emotionally engage with them.

 As a Product Owner, the speed at which we got the feedback on the propositions and the directional insights we got from Further into what the next proposition needed to include was hugely valuable. I also liked the way they presented the work through the personas. We’ll be building on all of this to take our proposition to market with real confidence.

Lauren Carter, Product Owner, Waggel

Yours to keep

Waggel_Thumbnail-1

Discover our platform and services

Platform-only

The insight platform for online qual, research communities, digital diaries, ethnography and more.

Services & Support

A range of expert research services and resources to help you deliver your projects with ease, speed and reach.

Expertise

Human insight with impact; leveraging our academic and industry experts to uncover insight, create impact and make confident decisions.

Palmolive Colgate
Colgate-Palmolive

The engagement with the online community in China has been phenomenal. Our online activities and a product trial have been executed flawlessly.

We helped Colgate Palmolive better understand people’s experience of using skincare products in Asian markets

FTH001_Mother_2_children_tablet
UNICEF-Logo

Working with Further was a refreshing and eye-opening experience…...the qualityof their output which was excellent.

We helped Unicef generate insights to support the development of a mass market, sustainable fundraising product.

Zwift image
Zwift-logo

Strategically, Further’s insights provided clear and directional answers that will guide us through our next phase of growth

We helped Zwift understand users and non-users needs and wants so they could prioritise their innovation pipeline

Goodwinsimon
Goodwin-simon

We frequently work with Further to explore our target audiences’ mindset on a wide range of complex (and often controversial) social and political issues.”

We help opinion research consultancy Goodwin Simon understand the attitudes and pinions of the US public faster and better than they previously did.

Linkedin image
Linkedin

With Further’s support, we developed a deep understanding of employees’ needs in order to create more effective and compelling L&D solutions

We helped LinkedIn engage with their employees to discover, create, evolve and iterate new Learning and Development solutions.

Conde-Nast
Conde_Nast_logo-copy

We were amazed at the level of insight we achieved in just a week. Further opened our eyes to new ways of researching and understanding our staff

We helped Conde Nast International define a new global mission and vision statement

van-tay-media-Kab_-4M4I74-unsplash
Vouch-for-Me-Logo

Further really understood the brief and were extremely proactive. We are now very confident that we’re taking the right products and proposition to market.

We helped this insuretech startup tailor their customer value proposition for the UK market ahead of a planned launch

Keyhouse
Keyhouse

Further's expert team pushed us to clarify our assumptions and to think harder about how to communicate the value of our products and services.

We helped Keyhouse enter a new market and understand what target users of their case management software needed and how to position their offer

What next?

Browse our site, download our resources, request a demo of our platform or speak to one of our experts

Browse our work
Contact Us