The challenge
A major technology company needed a robust segmentation of adults who care about fitness and are open to technology, at a scale and quality that could anchor a full segmentation model. Large sample, balanced quotas and a modest incidence meant disciplined screening and strong fraud prevention.
Our approach
We screened on mindset and activity, balanced the sample on five dimensions and protected quality at volume.
- Screened active adults open to fitness technology and spending
- Balanced the sample on age, gender, region, income and ethnicity
- Planned fielding around the expected incidence
- Applied digital fingerprinting and fraud checks throughout
The results
- 2,000-respondent sample designed for segmentation
- Screening captured real fitness intent, not just interest
- Strong fraud controls protected quality at scale
Client project. Client details are anonymised.
