---
title: "Product range research for a connected fitness company | antedote"
description: "Qualitative research and a portfolio choice model with prospective buyers, exploring how a future connected fitness product could fit beside the flagship."
url: "https://antedote.com/explore-our-work/pricing-a-future-connected-fitness-product/"
author: "antedote"
---

# Pricing and positioning a future connected fitness product

With one flagship product on the market, a connected fitness company wanted to see how a future product would fit beside it. We ran qualitative research first, then a choice model that read the whole range against its competitors.

·

**Client**
Connected fitness company

**Industry**
Connected fitness

**Market**
North America

**Kind of work**
Product and pricing

**Our role**
Qualitative research and a portfolio choice model for a future product

## What happened next

The company’s customer insights director has said the report was shared with its executive team and its board.

## The question

A connected fitness company had one product, a flagship for training at home, and was looking at what could come next.

Product and marketing leadership wanted to see the range as a whole, with the commercial consequences of each choice, from positioning to price. Underneath was one question: would a new product grow the business, or split it?

## Our approach

The baseline was the flagship on its own, against competitors priced above and below it, so a range with a new product could be compared with the flagship alone.

A qualitative stage came first, to shape the positioning and feature routes worth testing. Next, prospective buyers of home fitness equipment took part in the choice model: they saw branded, unpriced concepts alongside the competitive set, then traded off brand, price and features.

## What the team came away with

Each range option tested could be read against the flagship on its own, one positioning or price choice at a time.

Our report answered every one of the brief’s questions on a single page, with the choice model behind each answer.

> “Adam and his team were the ultimate professionals.”

*Customer Insights Director, Connected fitness company*

Who we heard from

Prospective buyers of home fitness equipment, in qualitative research and a choice model

## Related work

[View product and pricing case studies](https://antedote.com/explore-our-work/?work=Product%20and%20pricing#library)

- Consumer technology

    ### [Deciding what the next accessories range should be](https://antedote.com/explore-our-work/planning-an-accessories-range/)

    Four years later, the client asked us to rerun the portfolio model on its newer range.

- Consumer technology

    ### [Choosing between three explanations of what makes younger users pay](https://antedote.com/explore-our-work/monetization-product-strategy/)

    Inside a consumer app company, three theories competed to explain how younger users decide what to pay for.

**What we do**
[Conjoint and choice modeling](https://antedote.com/what-we-do/conjoint-and-choice-modeling/)

**The thinking behind this**
- [Would this grow the business, or just the range?](https://antedote.com/thinking/would-this-grow-the-business-or-just-the-range/)

## Planning a range or a price?

Bring the choice in front of you, and we’ll suggest how to approach it.

[Talk to us](https://antedote.com/talk-to-us/) · [hello@antedote.com](mailto:hello@antedote.com)

A partner or director will reply.