Press
For journalists: the story, the facts, and assets you can download.
What is Dogmetry
Dogmetry is a science-based dog-personality platform built by Nazar Akrami, professor of psychology at Uppsala University and personality researcher. It measures five factors of dog personality with a validated instrument, the Dogmetry Dog Personality Inventory (DDPI), which is normed on real dogs and repeatable over time. A first Snapshot is free; the full Profile costs €9.90 once per dog, and €2 of every profile goes back to dogs. Dogmetry uses no breed stereotypes and has no subscriptions, no ads and no data revenue.
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The story
Nazar Akrami grew up as one of nine children in a household of eleven, in a neighborhood where dogs lived in the garden and were never allowed inside the house. He wished for a dog of his own. His mother said no.
Years later, as a university student, he earned part of his living by looking after other people's dogs. Then came Toby Linero: his nephew's dog, who began life as a street dog and now stays with Akrami for long periods.
Akrami became a professor of psychology, specializing in personality psychology and in how personality can be measured. Every dog he had known had a personality of its own, but owners had only general impressions to describe it. Dogmetry is the instrument he wished existed.
The science
The instrument, the DDPI, was tested in Dogmetry's own two-wave validation study of 528 dogs. All five factors have reliabilities between .84 and .92, and all fifteen facets are at or above .70.
Comparison between dogs is built on a frozen reference of more than 500 dogs — the 528 dogs of the validation study — all measured with the same instrument. Dogmetry does not borrow numbers from other tests.
Dogmetry has no breed profiles, because breed explains surprisingly little. A study of more than 18,000 dogs, published in the journal Science, found that breed explains only about 9% of the behavioral differences between individual dogs. Source: Morrill et al. (2022), Science, doi:10.1126/science.abk0639
Facts at a glance
- Opened on 27 August 2026.
- Two options: a free Snapshot (about 25 questions), or the full Profile for €9.90, paid once per dog.
- €2 of every profile is donated to dog research and dog-care organizations.
- Five factors, each with three facets: Sociability, Emotional Reactivity, Energy, Trainability and Boldness.
- Dogmetry measures personality, not behavior problems. It is never diagnostic.
- Founding 500: the first 500 dogs receive the full Profile free for life. The cohort is currently filling.
Assets
Logo and icon files for editorial coverage of Dogmetry.
- Pixel-dog icon (PNG, 512 × 512)
- Pixel-dog symbol, black (SVG)
- Pixel-dog symbol, white (SVG)
- Logotype, plum (SVG)
- Logotype, black (SVG)
- Logotype, white (SVG)
Contact
Press inquiries: hello@dogmetry.com — replies from the founder.