Patagonia Case Study

We recommend that future research be conducted with a larger sample size in order to gain more certainty if a fitness tracker by Patagonia will be successful in the market. Primarily, we want to focus on the current use of fitness trackers and the future of the product in the market.
From the start of our focus group, all four participants showed a lack of excitement over current fitness trackers available in the market. Of our focus group participants, two currently owned fitness trackers, but discussed that they rarely wore and used them. By conducting more research, it would be beneficial for Patagonia to learn more about what current fitness trackers are lacking in order to excite and entice consumers in our target market of college students.
There is potential that Patagonia could market to a different demographic and find more success, so we recommend exploring other target market options.
By conducting more research we hope to gain more certainty about the characteristics our fitness tracker should include, as well as the pricing and marketing strategy we should use. Our results showed that respondents prefer a simpler design for their tracker, but they were indifferent to a sporty or more fashionable look. Future research would be helpful to understand the desired appearance for a fitness tracker, as well as knowing how much the design would factor into the cost. Our research showed that a pedometer is the most desired characteristic in an ideal fitness tracker. In a future questionnaire, we feel it would be beneficial to