Deeper Than the Metrics
How Body Vibes uses Reason8 to turn deep user feedback into a growth strategy
Body Vibes, a subscription-based app offering access to multiple fitness studios, aimed to proactively enhance its user retention. While the company could see churn in its data, it wanted to move beyond the numbers to understand the specific reasons behind subscription cancellations.
To achieve this, Body Vibes partnered with Reason8 to conduct in-depth qualitative research with its active and former users. The goal was to pinpoint the drivers of churn and identify actionable opportunities for improvement that would keep users engaged with the app.
Summary of Impact
Went beyond surface-level data to uncover the true motivations ('why') behind user churn and engagement.
Mapped the entire user experience, clearly identifying what to fix (key churn drivers) and what to amplify (core features that users love).
Recommended three high-impact changes sourced directly from the voice of the customer, including new, user-requested package options, which led to a 22% boost in monthly retention by directly addressing the needs of their community.
"The kind of deep, qualitative insights we need are notoriously difficult to uncover. Reason8 provided precisely those hard-to-get insights, accomplishing in days what would have taken our team weeks of work."
The Challenge of Getting In-Depth Feedback
Even for a user-centric company like Body Vibes, obtaining honest, deep, and actionable feedback can be challenging. Standard analytics show what users are doing (e.g., cancelling subscriptions), but they rarely explain why.
Body Vibes needed to move beyond the numbers to understand the full context of their users' experiences, both positive and negative. The challenge was to create a space where users would openly share their true motivations and frustrations.
The Solution: Dynamic, In-depth Interviews
To bridge this gap, Reason8 helped Body Vibes get the deep feedback they were looking for. We conducted a series of dynamic, in-depth interviews with both active and churned users.
This allowed for a natural conversation, enabling the discovery of nuanced insights that are impossible to capture through surveys. It uncovered not only the core reasons for churn but also the features that users valued most, providing a complete picture of the user experience.
"We have heard on the Customer Service our issues, but we found it hard to prioritize and read behind the complaint emails. Reason8 provided us an external perspective on what are the main painpoints of our users, and gave clear prioritized recommendations on what we should improve. It had a direct impact on the IT product roadmap and we pushed their recommendation already in the first week after getting information as speed of execution for start-ups is everything."
Identifying the Primary Churn Drivers
The interviews successfully uncovered the reasons and human narratives behind the churn numbers, revealing a complex mix of motivations and frustrations.
By listening to real user stories, Body Vibes pinpointed the specific moments of friction and the emotional triggers that led users to leave. This wasn't just about identifying problems; it was about achieving a new level of empathy, allowing them to start solving the core issues that were directly impacting retention.
From Feedback to a Ready-to-Implement Roadmap
The true value of the in-depth interviews was their practicality. Users didn't just describe problems; they offered clear and specific suggestions for improvement.
Reason8 synthesized this feedback into 9 concrete, user-driven proposals for enhancements. From this list, we prioritized and recommended the top 3 improvements, supported by 6 adjacent examples, creating a clear roadmap for Body Vibes' future development.
The research didn't just explain why users were leaving; it delivered a precise roadmap of what would make them stay.
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