We assisted an online shopping site for fitness equipment to gain insights on treadmill purchase drivers and consumer awareness, evaluate feedback on services related to delivery and compare competitors
The problem: A reputed online shopping site for gym equipment and wished to conduct a research activity to gain various insights about treadmill attitudes& purchase, purchase journey, brand awareness and recall, etc. We were happy to conduct a survey for the client and provide them some deep insights about treadmill purchase and key strategic Go-To-Market action points.
Key actions and solution
1. Our study approach was primarily qualitative whereby we conducted ten in-depth interviews of endusers. The recruitment of end-user respondents was done based on the names of persons obtained from the database provided by the brand team
2. The key research instrument was an in-depth Interview guide that was approved by the client before actual field launch
3. Some of the key areas included in our research coverage were:
- Views and opinions about health and treadmill, in particular
- Major drivers and motivation for purchasing treadmills.
- Understand the level of awareness about the category of treadmill in terms of knowledge related to features, brands and benefits.
- A mapping of treadmill purchase journey
- Key media used and information search conducted before purchasing treadmills
- Outlining the major factors based on which consumers decide to purchase treadmills
- Details of treadmill usage
- Decoding the feedback on service related to pre- and post-delivery.
- Treadmill brand awareness and recall
- To understand the views of end-users in terms of comparing the client company over other online sellerslike Amazon & Flipkart – a perception of website quality and quality of delivery
The result
- Our set of deliverablesto the client included a complete set of Key Go-To-Market Actionable recommendations covering specificationsfor the target audience, website improvement, pricing, etc.
- The adoption of these actionable recommendations enabled the client to develop a set of strategic plans for capturing newer customers and gaining substantialmarketshare.