Last updated: April 2026
Instinct is a dog enrichment app and website built by Fieldwork Studios. Our website is instinct-app.com. We are the data controller for your personal data.
For any questions about this policy or your data, contact us at hello@instinct-app.com.
This policy covers both the Instinct website (including the instinct quiz) and the Instinct mobile app.
When you take the "Get your dog's instincts" quiz on our website, we collect:
We collect this data to provide you with your dog's instinct results, to improve our enrichment recommendations, and to learn about the breeds and behaviours of dogs whose owners are interested in Instinct.
Lawful basis: Legitimate interest in providing and improving the service.
If you choose to sign up for early access after completing the quiz, we collect your email address to notify you when Instinct launches and to send occasional updates about the app. We will only send you emails if you explicitly opt in by ticking the consent checkbox. You can unsubscribe at any time using the link in any email we send, or by contacting us directly.
Lawful basis: Consent. You can withdraw consent at any time.
We store whether you have opted in to receive marketing emails. If you unsubscribe, we update this preference and stop sending marketing emails. We retain your quiz data separately as it is processed under legitimate interest.
If you share your instinct results via a unique link, the following data is publicly accessible to anyone with that link:
Your email address, behaviour answers, and any other personal data are never included in the shareable results page.
We use Google Analytics (GA4) to understand how visitors use our website. Google Analytics uses cookies to collect this data anonymously. We only load Google Analytics if you accept cookies via our consent banner. If you decline, no analytics cookies are set and no data is sent to Google.
We also capture UTM parameters (source, medium, campaign) from URLs when you arrive at the quiz. These help us understand which channels bring visitors to Instinct. They are stored alongside your quiz submission and are not shared with third parties.
Lawful basis: Consent (via the cookie banner).
When you create an account in the Instinct app, we collect:
Lawful basis: Contract (necessary to provide the service) and consent (for AI processing).
You provide information about your dog to receive personalised enrichment recommendations. This includes:
Lawful basis: Contract (necessary to provide personalised recommendations).
When you use the app, we collect:
Lawful basis: Contract (necessary to provide and improve recommendations).
You can optionally upload photos of your dog. These are stored in a private storage bucket. Only you can access your dog's photos.
Lawful basis: Consent (uploading a photo is optional).
We use Mixpanel to collect anonymised usage analytics within the app, including which screens you visit, which activities you start and complete, and general app performance data. This data is not linked to your identity.
Lawful basis: Legitimate interest in understanding how people use the app to improve it.
Instinct uses AI to personalise your experience. Specifically, your dog's breed, age, life stage, instinct mix, behavioural notes, pain points, and activity history are sent to Anthropic's Claude API to generate:
This processing is covered by the explicit consent you give at signup. You can withdraw this consent at any time by deleting your account, though this means we will no longer be able to provide personalised recommendations.
Anthropic acts as a data processor on our behalf. Under our data processing agreement with Anthropic, your data is not used to train their AI models.
AI-generated content in the app is labelled as such. Instinct's recommendations are for enrichment purposes only and are not a substitute for professional veterinary or behavioural advice.
We do not sell, rent, or share your personal data with third parties for their own purposes. We share data only with the following service providers, who act as data processors on our behalf:
Under UK GDPR, you have the right to:
To exercise any of these rights, email us at hello@instinct-app.com or use the in-app account deletion feature. We will respond within 30 days.
Instinct is not directed at children under 16. We do not knowingly collect personal data from children. If you believe we have collected data from a child, contact us and we will delete it promptly.
We may update this policy from time to time. If we make significant changes, we will notify you by email or through the app. The "last updated" date at the top of this page will always reflect the most recent version.
If you have questions, concerns, or want to exercise your data rights:
Email: hello@instinct-app.com
If you are not satisfied with our response, you have the right to complain to the Information Commissioner's Office (ICO): ico.org.uk/make-a-complaint