Persona profiles for United Welsh Housing

Case study: Research

Client: United Welsh Housing Association
Date: 2019
Work: Analysis of existing data

We analysed hundreds of anonymised tenant records for United Welsh Housing Association, to create profiles of groups or 'clusters' of customers.

The data included individual and household tenant data, demographics, rent arrears, repairs, customer surveys and engagement over a 12 month period.

Data Orchard cleaned and linked these datasets and used quantitative cluster analysis of the data to create 'segments' or profiles of types of people using the housing association’s services. This was combined with ethnographic qualitative research on customer behaviour and preferences by our partners Satori labs to create ‘Persona Profiles’.

These are now used by United Welsh Housing staff to understand their customers better and improve the services they deliver.