XMARK Fitness
XMARK Unlocks Growth with Customer Insights
The Challenge
XMARK needed to better understand their customers to guide future product decisions, marketing and brand positioning.
Having primarily sold on Amazon, XMARK knew little about its core customer—and even less about who its direct-to-consumer audience might be. To improve targeting and maintain high product quality, the brand needed deeper customer understanding.
Another challenge: new product launches were slow to gain traction. Even items requested by surveyed customers showed modest sales once released. This raised an important question—why were older products selling better than the newer ones? And were new products targeting a different type of customer altogether?
Labyrinth’s Services
- Growth Marketing
- Quantitative Market Research
- Qualitative Market Research
- Survey Design
The Solution
Labyrinth Digital approached the project in two phases: a broad customer email survey followed by in-depth interviews using the “Jobs to Be Done” framework. Together, these efforts revealed critical insights into customer behavior, preferences, and motivations.
- Customer Email Survey: Designed and executed a comprehensive survey to gather customer feedback and drive segmentation.
- Demographic Analysis: Indexed customer demographics against U.S. averages to better understand the audience.
- Improved Segmentation: Used data analysis to identify and test new customer cohorts.
- Product Launch Strategy: Provided actionable feedback to inform product development and launch timing.
- Individual Interviews: Conducted 60-minute one-on-one interviews to uncover the “why” behind customer behavior.
- Customer Motivation Analysis: Identified what drives customers to choose XMARK, using the Jobs to Be Done framework to highlight both emotional and practical triggers.
- Brand Positioning Insights: Offered strategic guidance on how to position XMARK in the market and evolve the brand based on customer perception.
The Results
XMARK gained a clearer understanding of its customer base—both current and potential. With fresh insights into opinions, demographics, and purchasing behavior, the brand improved targeting and deepened customer relationships.
The survey helped XMARK uncover why legacy products continued to resonate with customers, while newer product lines saw slower traction. These insights revealed a shift in customer expectations and preferences, prompting the brand to reassess its positioning and evaluate which direction would best serve future growth.
In either scenario, XMARK emerged with the tools and clarity to move the brand forward with confidence.
Labyrinth’s Services
- Growth Marketing
- Quantitative Market Research
- Qualitative Market Research
- Survey Design
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