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| Consumer Services Case Study |
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| "We're thinking of expanding. We have a vision for the future of our organization, and we want to ensure that what we do is in sync with what our members expect and want of us. We don't want to make a $6 million mistake." |
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| Situation |
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One of the premier health clubs in America had a vision for a new $6 million addition to its facility. The vision would incorporate both basic improvements to the club as well as a massive expansion. The concern was how best to expand and whether their proposed vision for change would be acceptable to the current members, and would draw in new members. |
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| Action |
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MR&C conducted extensive research in multiple phases.
Executive Interviews among current club employees and club opinion leaders.
Focus groups among non-members who are in the target audience for membership.
Focus groups among current members of different types.
Quantitative research among all club members. |
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| Result |
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The research clearly showed that neither the members nor the club employees felt the expansion as planned would be a positive addition to the club. The audience of potential members had a skewed vision for the club as it was, and it would be a significant battle to reposition the entire club in their eyes.
The expansion was done, but changed to accommodate the learning from the research, and it has been a nationwide success. |
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