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Fitness Tech: How users interact with this technology in a real world setting

Fitness Tech: How users interact with this technology in a real world setting

Problem faced

As the in-home exercise market has expanded with innovative technology, traditional research methods make it challenging for developers to replicate that environment effectively to truly understand how users interact with the technology and what the pain points are.

  • Equipment issues
  • What are the frustrations, distractions and diversions happening with the technology
  • Exposure to the confounding variables of use, such as time, place and the presence of others (human or otherwise).
  • Rituals
  • Post-use satisfaction, or lack of it.


Observing behaviour in the moment is key. You can do this using a split-screen methodology with an overlay of post-rationalised self-commentary. Recordings can begin before use and continue after use.

Case Study

We wanted to get up close and personal with a couple respondents as they interact with their exercise apps, and ask them to observe themselves working out (typically sample size n=10). Insights from this methodology can help exercise brands enhance the user experience as they see in context usage of their products and technology.

Using our split-screen/post-rationalising overlay methodology, we watched them as they played and reported back on their experience.

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What we explored

  • How do the respondents begin their workouts - what is their typical routine/set up process?
  • Observe how they interact with technology - both with the exercise bike, and app? How does the selection and other parts of the process work, and where can they be improved?
  • Through our Watch, then Ask methodology - how did they feel as they began their workout and how did they feel after? How can the product enhance this?

What did we learn?

Get in touch,  (or use the form below) and we'd be happy to share some of our insights PLUS give you access to the raw footage via our video platform.

Why Watch Me Think?

Watch Me Think is a strategic qualitative market research agency. We use mobile ethnography to record authentic customer and consumer behaviours.

Human led analysis is then applied to bring you actionable reports and persuasive highlight videos.

We help you bridge empathy gaps, become even more consumer centric, identify previously unknown opportunities, test your prototypes, and provide rapid, value-driven pre- and post-launch testing across 51 countries. In essence, we help people understand people better.

  • We're about watching and listening, not just asking
  • Exploring what people do, not just what they say they do
  • Bringing to life your consumers, getting you closer.
  • Helping you to empathise, and instil that throughout your organization

What types of studies do our clients commission with us?

  • Qualitative Behavioural Research: Bringing a clearer understanding of actual consumer behaviour. Not just claimed behaviour.
  • Consumer Closeness: Moving it from slogan and into a culture.
  • Bringing Insights To Life: Letting the consumer communicate the findings. Because insights must be sold, not just found.

How we helped Sarah Haslett at M&S

M&S (a UK retailer of clothes and food) wanted to make consumer closeness part of the business culture.

To do so, they decided to implement a continuous consumer closeness programme, whereby they collected video footage every month on different topics.