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

# Pricing and positioning a future product for Tonal

A second product can grow a business or split it. Tonal had one flagship product and wanted to see how a future product would fit beside it, so we ran qualitative research and then a choice model with prospective buyers.

**Client**
Tonal

**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

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

## 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*

Who we heard from

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

We name this client because its own published review describes the work.

## 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/)

**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.