PulseFit is a digital health company with 2.4 million monthly active users across its fitness app and wearable device ecosystem. The company generates $180M in annual revenue, primarily from subscriptions ($12/month premium plan) and hardware sales. PulseFit is preparing to launch PulseFit Coach Pro, an AI-guided premium coaching feature aimed at improving retention and increasing ARPU among existing subscribers. The company is the #3 player in its category behind two larger incumbents, and leadership believes the launch could add $20M+ in annual recurring revenue if positioned correctly.
The Chief Strategy Officer must decide how to structure customer research over the next 10 weeks to inform pricing, messaging, target segment, and launch channel decisions for Coach Pro. The debate is whether to prioritize qualitative research (e.g., interviews, focus groups, diary studies) to understand user motivations and unmet needs, or quantitative research (e.g., surveys, usage analysis, conjoint, pricing tests) to validate market size, willingness to pay, and likely conversion. The CEO wants a recommendation on the right mix of research approaches and how each should be used to support a go-to-market decision.
| Metric | Value |
|---|---|
| Monthly active users | 2.4M |
| Premium subscribers | 620,000 |
| Current monthly churn (premium) | 4.8% |
| Estimated development and launch budget | $3.5M |
| Target incremental ARR from Coach Pro in Year 1 | $20M |
Additional facts:
You are advising the CSO. Address the following: