NaijaFitness App is a new fitness app targeting young adults aged 18-30. The app aims to provide personalized workout routines, nutrition guidance, and progress tracking to help users achieve their fitness goals.

I was asked to create a research survey that will help gather insights into the preferences, behaviors, and needs of the target audience. The goal was to gather actionable insights to inform our marketing strategies and ensure the app's features align with user expectations.

Using survey websites like SurveyMonkey, Monday, and so on, I got an idea of how this should look like. I then researched competitors to understand what questions the survey should focus on.

With the information gathered, I was able to design a survey and analysis plan to focus on the following:

1. Demographic Information: age, gender, and location

2. Current Fitness Habits and Preferences: what are the users' fitness goals, how frequently they exercise, and if they use fitness apps?

3. Personalization and Customization: to know the features users want to see and if they like personalized workout/nutrition plans.

4. User Experience and Feedback: to understand their level of satisfaction with current fitness apps.

5. Closing Questions: to uncover the challenges that prevent users from achieving fitness goals, what will motivate them to download a new fitness app, and if they have any additional comments/suggestions.

The responses from this survey will help us do the following:

1. Target Audience Segmentation: Identify key demographic segments most likely to engage with the app. Tailor marketing messages to resonate with these segments.

2. Feature Importance: Highlight the app's key features (personalized workout routines, nutrition guidance, progress tracking) in marketing campaigns to attract users.

3. Personalization Preferences: Emphasize the app's ability to provide personalized and adaptive recommendations to appeal to users seeking tailored fitness solutions.

4. User Satisfaction and Retention: Focus on addressing pain points and enhancing user experience to improve satisfaction and retention rates. Use positive testimonials and case studies in marketing materials.

5. Competitive Analysis: Identify gaps in the market and differentiate the app from competitors. Highlight unique selling points in marketing strategies.

6. Motivational Factors and Challenges: Address motivational factors and challenges in marketing messages to position the app as a comprehensive solution for achieving fitness goals.

The survey results provided valuable insights into the preferences and habits of our target audience. We discovered that personalized workout routines and nutrition guidance were highly valued, and users preferred apps that adapt to their progress. These findings informed our marketing strategies, leading to targeted campaigns that highlighted the app's key features and addressed common user pain points. As a result, we saw increased user engagement, higher satisfaction rates, and improved retention.

You can access the research survey for the NaijaFitness app here: https://docs.google.com/document/d/1A4mEPSE1GoEM3t7FwP_Po52xKf3zX1oK1BL_KRVwn8w/edit?usp=sharing