Marketing research for an online weight loss marathon

Before launching a new online weight loss marathon, it was important for the client to understand who would participate in the program, what factors influence the purchasing decision, and how to differentiate from dozens of similar projects in the market.

I conducted a comprehensive marketing research study that became the basis for further development of the landing page, advertising materials, and brand positioning.

As part of the work:

• I segmented the target audience into four key avatars;
• I detailed the motivations, fears, pains, objections, and selection criteria of each segment;
• I analyzed competitive marathons, their websites, positioning, structure, and marketing techniques;
• I identified the strengths and weaknesses of competitors;
• I prepared recommendations for the structure of the landing page, the order of blocks, FAQs, expert presentations, and social proof;
• I suggested positioning directions that allow differentiation from typical weight loss programs.

Particular attention was paid not only to the psychology of different categories of participants but also to the reasons for dropouts, decision-making barriers, the level of trust in online marathons, and the factors that truly affect conversion.

As a result, the client received a ready marketing foundation for launching the project: a detailed understanding of the audience, competitive environment, and practical recommendations for creating the website and advertising communication.