the challenge

Our client had strong behavioral analytics showing how and when members used its platforms, but the team needed to understand why. With competition increasing, they wanted a fresh outside perspective on which actions could most effectively strengthen member retention.  

our approach​

• Used a mobile app that integrated with the client’s platforms to capture qualitative feedback before, during, and after workouts.
• Selected members used the app each time they worked out for two weeks, while moderators followed up with prompts and probes to deepen understanding.
• Analyzed experiences by platform and member segment, supported findings with member videos, and created a searchable research database that made the journey and supporting evidence easy to explore.

the impact

The study identified loyalty-building strategies for each platform and member segment and helped the organization see member frustrations and delights firsthand through video.

The client used the findings to reprioritize development plans toward the areas expected to have the greatest impact on loyalty. The research database also made it easier to socialize insights and support ongoing decision-making.