Case Study: Where You Need To Be (Wellness Experts)
The Problem
Caught in an onslaught of wearable technology, health apps, and constant health advisories, today’s health-conscious consumers are faced with countless options to monitor and maintain their health. In an effort alleviate the nightmare of juggling multiple fitness and wellness trackers, the innovation team at a diversified consumer goods company wanted to develop a comprehensive fitness and wellness ecosystem that could centralize fitness, weight, and sleep monitoring. Though they had experience developing a variety of consumer health products, they needed a clearer picture of the fitness and wellness market specifically to differentiate themselves from the overwhelming number of health monitoring products currently on the market.
Critical Issues
Technical Insights Deep Industry Knowledge Niche Marketing Expertise
The Solution
Maven quickly launched an Electronic Survey targeting marketing professionals familiar with the landscape of health and wellness products, as well as sleep professionals, dietitians, nutritionists, and physical trainers. Within three days, Maven delivered over 30 responses from top wellness experts who were able to provide feedback and recommendations for the team’s product concept. The feedback gathered, including key differentiators, positioning advice and messaging edits, gave the the team the confidence they needed to launch their comprehensive fitness and wellness ecosystem later that year. Per the Survey’s recommendations, the comprehensive system included an activity monitor, a wireless scale, an app with voice coaching, and a sleep system – and succeeded at achieving significant market share against its leading competitor within a year of launch.
“We knew we had a superior product to bring to market, but needed an extra boost to ensure we positioned ourselves correctly to realize the full potential of our concept.” – Senior Director, Marketing
