The researchers studied the Fitbit fitness tracker to determine its target market and how to increase its success. They hypothesized that females, those with high self-esteem, and people who exercise outside of gyms would be more likely to purchase Fitbits. Through interviews and surveys, they found support for these hypotheses and that over 60% of participants knew the Fitbit. Adding a weight lifting repetition tracker increased perceptions that the product met users' needs. The researchers recommend this feature and promoting Fitbits at athletic/fitness locations.

1. Examining the Potential of the FitBit
Nicholas Beaudoin, Brian Owusu, Elise Vernely,
Jessica Polaski, Jacob Pontbriand
Bridgewater State University
Research Overview
For our Marketing Research course we studied the FitBit, a popular fitness tracker.
Using secondary data analysis, in-depth interviews, surveys, and an experiment we
tested: 1) what target market, based on demographics and psychographics, is most
likely to purchase the FitBit, 2) why consumers would buy/not but the Fitbit and 3) what
the company can change to make the FitBit more successful.
Hypotheses
1. 50 % of consumers will be familiar with our product.
2. Females will like, purchase, and speak more positively about our product.
3. People with high self-esteem will like, purchase, and speak more positively about
our product.
4. People who rather exercise outside the gym will enjoy, purchase, and speak more
positively about our product.
5. A rep-counter will increase sales of the FitBit.
Method 1: Secondary Data Analysis
Method 2: In-depth Interviews
10 people were interviewed about our product asking questions that addressed our
hypotheses. 40% of these participants were male, 60% were female. Their ages ranged
from 18 to 50+. Overall we found:
1. 50% of consumers were familiar with the FitBit
2. Our female participants reported being more likely to purchase the FitBit
3. Those who had high self-esteem reported liking the product more
4. People who exercise outside the gym said they were more likely to buy and talk
positively about the FitBit
Method 3: Survey
112 people were recruited to take a survey. 38.6% were male and 57% were female. 9.6%
were 18-25, 75.4% were 26-35, .9% were 36-50, 4.4% were 50+. Participants reported to
what extent they liked the product, would purchase the product, and would speak positively
about the product. Participants also rated themselves on a psychographic questionnaire
measuring self-esteem. Finally, participants answered the following question: Would you
purchase this product if it had a feature that counted weight lifting repetitions?,
Results:
1. We predicted that 50% of our sample would have knowledge of our product and we found
that more knew about the FitBit than we thought (specifically 61.4%).
2. A t-test comparing males to females on liking, purchase, and WOM was completed. We
found females are more likely to buy the product than males and there was no significant
difference between liking and WOM.
3. Several correlations were completed to look at the relationship between self-esteem,
liking, purchase, and WOM. We found, the higher a person’s self-esteem, the more likely
they are to like, talk positively about, and purchase the product.
4. A t-test comparing those who enjoy the gym and those who do not enjoy the gym was
completed on liking, purchase, and WOM. We found that people who exercise were more
likely to purchase the product.
5. 45% of participants said they would purchase this product with a new feature (Rep
counter).
Method 4: Experiment
Participants were randomly assigned to one of two conditions. In the experimental conditions
participants looked at an advertisement including a new feature (a repetition counter). In the
control condition participants were given the same advertisement without the repetition
counter. All participants then reported their liking, WOM, purchase, and needs. The
independent variable in this study is the new feature offered and the dependent variable in
this study is the liking, WOM, purchase, and “this product meets my needs”. A t-test was
conducted to compare the two groups. The results revealed that in the experimental
condition participants found that the product met their needs better. No other significant
differences were found.
Conclusions
Across multiple methods we find the FitBit was known about by
62% of our survey group (11% higher then expected). Women
were more likely to buy the product then males. We found that
the higher a persons self-esteem the more likely they are to buy
and talk positively about the FitBit. The more a person exercises
the more likely they are to value and purchase the FitBit.
Therefore we recommend an added feature that counts weight-
lifting repetitions; our study found that we had a significant
correlation between the rep counter and meeting customer needs
which should increase purchases. We also recommend
promotion plans that target athletic retailers, and fitness centers
because frequenters show an increased interest in the FitBit.
Fitbit Models
Surge ($249.95)
Charge HR ($149.95)
Charge ($129.95)
Flex ($99.95)
One ($99.95)
Zip ($59.95)
Target Consumer: The Fitbit
seeks to attract the
health/fitness and dieter
market. Generation X
Competitors
Nike+ FuelBand
Withings Pulse O2
Jawbone
Misfit Shine
Sony SmartBand