Pricing and positioning a future product for Tonal

The question

Tonal had one product, a flagship home strength trainer, 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.

Our approach

A qualitative stage came first, building on the company’s existing segmentation to shape the positioning and feature routes worth testing.

Then prospective buyers of home strength equipment took part in the choice model. Each saw the products as branded, unpriced concepts alongside the competitive set, then traded off brand, price and features across a series of choices.

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. Its outputs are modeled shares under the tested conditions, never a forecast of sales.

What the team came away with

Our report for product and marketing leadership 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, Tonal