Overview: Methodology
Throughout March, our team conducted research guided by the following questions:
Are people motivated by and do they care about their health and numbers?
Are people aware and understand Body Composition testing and services?
What motivates people to manage their health?
Our research included:
8 one-on-one interviews
3 ethnographies
3 focus groups
1 quantitative survey
An analysis of Simmons OneView data
Based on our research, we recommend the Young Active Health Manager (YAHM) as DEXAMAP’s target consumer. YAHMs are individuals who prioritize seeing results in their fitness. They habitually exercise individually and use their alone time to extensively research the latest health trends.
YAHM Demographics
Ages 18-34
Male or female
No clear income bracket
YAHM Attitudes …show more content…
However, they were skeptical of existing measurements because they felt that they did not reflect actual body composition. Ultimately, YAHMs wanted to know more about their muscle mass. In our survey, we asked, “What motivates you to workout?” Those aged 18-34 who workout often answered with responses like, “those gains,” “gain muscle,” and “lookin’ good.” This sentiment of wanting better muscle monitoring was expressed in interviews. For example, one interviewee said, “I think being able to track your muscle growth as an athlete or someone really concerned with their fitness, especially after an injury, would be really helpful.” (NEED CITATION) Furthermore, our interview with a fitness club owner found that gyms use body composition scales to quickly and cheapily give body-fat percentage and other weight-based measurements to gym
Throughout March, our team conducted research guided by the following questions:
Are people motivated by and do they care about their health and numbers?
Are people aware and understand Body Composition testing and services?
What motivates people to manage their health?
Our research included:
8 one-on-one interviews
3 ethnographies
3 focus groups
1 quantitative survey
An analysis of Simmons OneView data
Based on our research, we recommend the Young Active Health Manager (YAHM) as DEXAMAP’s target consumer. YAHMs are individuals who prioritize seeing results in their fitness. They habitually exercise individually and use their alone time to extensively research the latest health trends.
YAHM Demographics
Ages 18-34
Male or female
No clear income bracket
YAHM Attitudes …show more content…
However, they were skeptical of existing measurements because they felt that they did not reflect actual body composition. Ultimately, YAHMs wanted to know more about their muscle mass. In our survey, we asked, “What motivates you to workout?” Those aged 18-34 who workout often answered with responses like, “those gains,” “gain muscle,” and “lookin’ good.” This sentiment of wanting better muscle monitoring was expressed in interviews. For example, one interviewee said, “I think being able to track your muscle growth as an athlete or someone really concerned with their fitness, especially after an injury, would be really helpful.” (NEED CITATION) Furthermore, our interview with a fitness club owner found that gyms use body composition scales to quickly and cheapily give body-fat percentage and other weight-based measurements to gym