Case Studies

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Leading App-Based Personal Exercise Platform

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Situation

A startup in the rapidly growing market of app-based, personalized fitness programs sought to gain a comprehensive understanding of their target market's size and needs. The company's objectives were twofold: to inform their marketing and product development strategies, and to provide compelling evidence to potential investors about the market's size, growth potential, and readiness for a research-driven, disciplined approach. Specifically, the company needed to identify the size and profile of their addressable consumer segment, as well as determine the optimal combination of features and options to maximize their market share.

Our Approach

MCAworks conducted an expedited yet thorough research initiative, combining qualitative and quantitative methodologies. The study defined and quantified the target market, providing detailed demographic, fitness-related, and attitudinal profiles to assess the market opportunity. The quantitative phase included product optimization research, identifying the most promising feature combinations to maximize market share potential. This analysis also determined the relative influence of each feature, guiding both short-term and long-term product development strategies. To enhance the utility of their findings, MCAworks delivered an Excel-based choice model simulator, enabling the client to conduct ongoing scenario testing. This comprehensive approach provided the client with actionable insights for product development and a robust dataset to support their investor outreach efforts.

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Results

Recommendations arising from the research were rapidly implemented by the client, resulting in increased preference and market share, pre-COVID. The firm is now among the top 10-15 fitness apps.