Insights about treadmill attitudes purchase, purchase journey, brand awareness for online shopping site for GYM equipment
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.
