Dojo Premier Martial Arts
The primary problem was to understand why adults were not signing up for classes at Dojo Premier Martial Arts. The dojo aimed to make its studio more profitable by offering adult classes and increasing adult enrollment. Additionally, the research needed to uncover what would excite adults about joining these martial arts classes, helping the dojo better cater to their interests and motivations
Process
The client required us to conduct undercover research to independently uncover the reasons why adults were not signing up for their martial arts classes. They wanted us to find answers on our own without guidance and provide an effective explanation as to why adults weren't interested in the classes and what factors were contributing to this lack of engagement. Our task was to identify the underlying reasons and present insights that would help address this issue
Problem Solving
As requested by the client, I conducted undercover research by evaluating the dojo as a potential client. I assessed their facilities, instructors, and social media presence. I also engaged casually with people to gather insights through informal interviews. Additionally, we created mood boards and researched other dojos both locally and nationally to compare their strategies.
Final Product
After analyzing the collected data, I produced a series of videos and posters to present our findings to the client. The client was pleased with the results and has already begun implementing some of the ideas, particularly those aimed at better-targeting adults in the area.
Conclusion
Through undercover research and data collection, we identified key reasons adults were not signing up for classes at the dojo. Our findings, supported by surveys and competitive analysis, highlighted areas for improvement in facilities, marketing, and class structure. The client was pleased with the final presentation, and they have begun implementing strategies to better attract adult participants, effectively addressing the enrollment issue and boosting profitability.