Challenge: An established fitness brand was rolling out a new class and wanted to “test drive” it with consumers in two markets before a broader launch.
Approach: We conducted phone interviews with consumers in NYC and Miami, and then assigned them to attend a class in their area before coming together again for a focus group to give feedback on the class.
Result: The company learned not only what worked and didn’t in the studio, but also which brand positioning consumers felt fit best with the offering.
