Title: Market & Customer Profiling Surveys - Digital Behaviour of Health and wellness App users.
Background: A prominent widely used Health and Wellness App partnered with GrowthLyne to conduct a user survey.
Design of an online questionnaire with around 20 questions measuring the digital behaviour of health and wellness app users.
User Behaviour and Usage: Questions seeking user feedback on Health and Wellness Apps measuring the daily health-related activities, planning dietary routine, setting goals, scheduling food, sleep, and water intake, tracking exercises, fitness regime, and health progress.
App Features: Questions regarding additional features users prefer on the health apps such as online consultations with fitness experts, nutritional value, health articles, and interaction with other users.
Survey Programming, UAT Testing and Launching the survey to around 2000 employees of the company.
Survey Programing: Survey Programming was done through a famous survey software integrated with the App. Each device was allowed one survey to avoid response bias. The Questionnaire included design features like Multiple choice, Ranking, Skip Logic, descriptive questions etc.
UAT Testing and Launching of Survey: UAT Testing and Manual Testing were done to ensure compatibility with the devices and collection of correct user data providing an option to edit responses before submission.
Survey data analysis to provide actionable insights.
Data Processing: Survey data were analysed in SAS. The verbatim analysis on open-ended questions helped to create themes for advanced analysis.
Filtering and Modeling Data: Filtering and modeling data helped in creating subgroups of High Physically Active, Medium Physically Active and Low Physically Active users forming Buyer Personas.
Advanced Analytics: Max Differential analysis showed the most and least preferred app feature. Variables were grouped using Cluster Analysis to retrieve each cluster’s usage pattern, behaviour, and preferences creating customer profiles.
Reporting: GrowthLyne presented customer profile reports along with recommendations on enhancing user experience and data curation.