Insight paper published on Creative Brief

Update: You can download the full report below. Also see Publications.

In March, I worked with Big Cat Agency on a new project investigating the reasons why people go to the gym. The report of this project is featured on Creative Brief.

The report assessed the experiences and behavioural habits and preferences of gym-goers who have or have had gym membership. Free-text responses from a survey constituting 68 gym-goers were analysed to gain an insight into how they feel about gym accessibility, their emotional and physical reactions to gym classes, 

Identifying the behavioural habits of gym-goers to inform an emotional ‘hook’ campaign for boutique gym classes

the impact the gym has on their lifestyle (i.e. diet, sleep, and spending), and their preferences for types of training formats and fitness classes.
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I used a thematic analysis approach to identify the common concepts, thoughts, and opinions gym-goers had in response to the questions posed. From this analysis, I was able to draw key behavioural practices and emotional reactions to attending the gym and fitness classes.

Health and Fitness Insight Paper
File Size:	502 kb
File Type:	pdf

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