Embarking on a business venture to develop a fitness program and coaching app, our client sought to gather insights to inform their app development and strategy and appeal to its target audiences.
Our client partnered with Savanta to conduct market research to gather general consumer perceptions of fitness programs and create an app appealing to their main target audiences.
Our client specifically wanted to understand consumer awareness and usage of the digital fitness programs and coaching categories, explore a competitive analysis of the existing market, and identify unmet needs to help refine the design of the app and give an edge over existing apps. Our client also desired fresh consumer insights that built and elaborated on previous findings in this category rather than gathering mere replications.
Our quantitative methodology included a 20-minute survey of over 1,000 general consumer participants that use fitness apps between the ages of 26 and 50 with an annual income of $100k+.
Our qualitative method consisted of 2-day qualitative discussion boards with a sample of 24 general consumer participants that use fitness apps or personal training, between the ages of 26 and 50 with an annual income of $100k+.
In tandem, qualitative and quantitative results were married to gain a nuanced view of the client’s desired insights and drive an effective strategy for the new app development
Through our two-pronged approach, the client gathered detailed and nuanced consumer insights informing how to develop a personalized app that holds users accountable during their fitness journey.
Through these up-to-date results, the client gained the competitive edge of discovering areas for growth and differentiation within the competitive space, as well as how to appeal to different customer segments.
With these data-driven insights, our client has been able to develop an app that meets the previously-unmet desires of individuals, from novice customers to fitness gurus.