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Operating Model

What’s needed to drive the right outcomes?

Developing Data-Led personas to further understand the true value, cost and benefits of data within the Market.

MOSL has the desire to further understand the true cost, value and benefits of the data that is available throughout the Market. This was driven by the water markets continuous evolvement and the increase of the use in data that is collected to provide the market with insights. There was a challenge in identifying key “gaps” within the greater understanding of the needs and wants of the data consumers and contributors.


  • To build “Data-Led Personas” by conducting stakeholder interviews with a varying range of persona-types to understand their use, understanding, benefits, value and challenges experienced utilising the market data provided by MOSL.


  • We conducted a total of 30 Stakeholder interviews across different organisations and persona types, to gain insight into their use and contributions to the market data, whilst highlighting key challenges and concerns to fully understand the benefit and value of data provided to the market.
  • We analysed the responses and collated the feedback to build Data-led persona overviews of the persona types that are fundamental to MOSL.
  • We developed the Data-led personas with a brief summary and key points of each persona type, which has been used to inform the priorities and approach for MSOL’s data services programme over the next 3 years.


  • The creation of 16 Organisation-Level Data User Personas through the collation of feedback and responses
  • Summary document that outlines key points around current challenges, cost implications, benefits of the use of data, future needs & innovation opportunities, competitive concerns, centralisation concerns, and data governance  that the ”persona types” collectively feedback.
"The data led user personas delivered are exactly as required and will provide a great foundation for prioritising the data services we provide. Custerian hit the ground running, proactively engaging with us throughout and completing multiple interviews with our key market stakeholders. It was a pleasure to work with them an I would thoroughly recommend Custerian.” Client Lead, Leadership Team, MOSL
Southampton, United Kingdom

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