Company Context

FitPulse is a subscription fitness app with 6M monthly active users and a freemium model that converts users into paid workout and nutrition plans. The company is well known in mobile fitness, but recent paid growth campaigns have become less efficient as acquisition costs rise.

Problem

FitPulse launched a 4-week growth campaign to convert free users into a 14-day premium trial using in-app banners, push notifications, and email. Quantitatively, the campaign increased trial starts by 9%, but trial-to-paid conversion improved only from 18% to 18.6%, below the target of 21%. Early qualitative feedback from app reviews, support tickets, and 20 user interviews suggests users found the messaging repetitive, the trial value unclear, and the upgrade prompts poorly timed during workouts.

You are the PM responsible for improving the next version of the campaign. Your task is to show how you would use qualitative feedback—not just dashboards—to identify the real user problems, prioritize changes, and improve campaign performance without damaging trust or retention.

Deliverables

1. Explain how you would collect, synthesize, and segment qualitative feedback across channels.
2. Identify the most important user insights and translate them into product or campaign changes.
3. Prioritize which improvements to ship first and justify the trade-offs.
4. Define how you would validate that the updated campaign is better for both users and the business.

Constraints

• You have 6 weeks before the next campaign cycle.
• Engineering support is limited to 2 mobile engineers and 1 CRM engineer.
• Marketing wants to preserve total message volume because trial starts did increase.
• You cannot add a new pricing plan or redesign the full onboarding flow in this cycle.
• Any solution must avoid increasing 30-day free-user churn above the current 24%.