client situation
- Our client, a global leader in fitness, recognized that the changing environment meant increased competition. They wanted to know what actions to take to retain members.
- Our client had analytic data that provided insight into how and when members used their platforms, but they really wanted to understand the why.
- They had a strong consumer research department but wanted an external partner to provide a fresh perspective and to free-up internal bandwidth.
decision point approach
- A critical component for our client was getting qualitative data in ‘real-time’. To accomplish this, we used an app that worked seamlessly with our clients’ platforms to gather member feedback before, after and even during their workouts.
- Selected members interacted with the app each time they worked out for a 2-week period. Our moderators connected with users throughout the process with prompts and probes to dig into responses.
impactful solutions
- We analyzed and distilled member feedback and identified strategies to increase member loyalty for each platform and for the different member segments.
- We supported each issue and opportunity identified with supporting videos so our clients could see the members struggles and delights firsthand – not just hear it from us.
- We created a Research Database, a compilation of member data collected over the course for the study. The easy-to-use interface enabled the client to:
- Visualize the member journey
- Identify experiences with the highest member ratings
- Filter data based on member, ecosystem, task, keyword, etc.
client success
- Our client was able to quickly socialize the findings through the organization by using videos found in the Research Database as support.
- Our client reprioritized their plans based on our recommendations to focus on the areas that would have the biggest impact on member loyalty.
- Our client was able to get this research completed in parallel with another pressing study by partnering with decision point.
