Shaping the future of Muse’s membership offering

Driving interest and increasing sales through the launch of a new membership product

Market analysis

Qualitative research

Quantative research

Design and execution

Focus groups

Would people want to “belong” to a brain health platform?

The Challenge

Muse, the headband with lab-grade biofeedback technology to measure your brain data, was experimenting with a membership model.

Muse felt that, if done in the right way, there was a big opportunity to drive stronger relationships, more value and higher revenues. However, the feature mix and positioning needed to be tweaked in order to have the biggest impact with new prospects, whilst smoothly onboarding as many existing users as possible.

Most of all, Muse wanted to understand who was most likely to take the offer up - and how existing customers would react.

The Approach

We embarked on research to understand the addressable market, attitudes, barriers, pricing, interest in various features and white space for positioning. Augmented with an exploration of trends and best practices in membership models, expert interviews, and in-depth interviews with current users, a detailed understanding of the landscape was developed.

We also explored how changing attitudes towards the brain and cognitive health could impact how the membership and brand are positioned. As cognitive health concerns have grown increasingly mainstream, new avenues for Muse to play a role in proactively managing people’s health have opened up. No brand currently sat in the space connecting brain activity from specific activities to the ability to optimize overall health.

We were able to look at key features that could anchor the program, as well as how much value could be assigned to the various components. These were key inputs into overall pricing and positioning for the new membership. The strategy also needed to account for which features would drive tickines or higher engagement -  key if it was going to be a success.

The Phoenix team has been both valuable and a pleasure to partner with. Their research has provided thorough insights into user problems and needs, helping shape our product strategy and prioritization

- Rosie

PM, Noom, Inc.

Recent Work

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