Who are the customers running on the treadmill at home?
I have the honor of working in a global top fitness company as a user researcher since 2015 Jan. They are featured in high end commercial fitness machines as well as mid-high end retail fitness products. The question about retail customers' motivation of working out has been widely discussed internally. This project was initiated by retail marketing team and the eCommerce team. Most retail customers doing online research and even purchase initially, which drive the expectation on our eCommerce shopping channel. They are lack of knowledge with real customers compared to sales associates on the floor.
How could they targeted to address the customers' expectation without sales problem?
They were eager to learn about the tangible needs, goal, motivation of our current retail customers as well as defining new customer groups and the proposition. A couple research questions are listed at the very beginning: who are our current customers? Why they purchase our products? What are our potential customers which our marketing message hasn't been targeting towards to?
5 hyptheical persons are created in communicating our findings.
We interviewed and observed 12 participants in their home, who are owning a fitness equipment whatever the brand itself. 5 persons were created after analyzed synthesized the qualitative research data, which based on their goals, behaviors, attitudes to fitness. There're several users' pain points rising after clustering exercise.
"I don't know what to do."
"I thought the touch screen would be more attractive and get it used more. But no..."
"It was nice that you can follow someone, but don't need to think what too much."
Those are words from heavier treadmill users. Compared to the "self motivated expert users", who know what to do, they usually have other focus rather than rely on the treadmill / elliptical most of the time.
Validation and defining proposition.
Designing survey, according to the identified indicators of each type, e.g., performance.. These key indicators were boiled down through our internal testing with 20 participants who we have pre-identified belonging to one of those 5 types through interviews. With specific specs of those 5 types, the survey was sent out through our customer database. The help seekers, was we found in internal interviews with the guideline of the framework.
Implement by considering both qualitative and quantitative data.
Technology diploma in home use. - Our current user is struggling motivation and convenience solutions. Creating extra task for them will accelerate them get off the track. Marketing on program/ solutions rather than connectivity