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Headspace Market Research Project

As part of the CMO on shareholder value class at USC Marshall School of Business, I conducted a market research project on Headspace. The ultimate goal was to provide some recommendations on how the marketing strategy can be improved.

Target Personas

Headspace's CMO

Elective Professor

The Work

Researching the market
  • Conducted industry, competitive, customer, company, and SWOT analysis

  • Used online reports, Seeking Alpha, Crunchbase, and review websites to draw insights

Synthesizing the insights and providing recommendations
  • Created a perceptual map between Headpace and Calm and found that beginners to meditation preferred Headspace while intermediate to expert level meditators preferred Calm due to the content

  • There seemed to be an increase in number of children meditating

  • Recommedations provided included more material for kids, add content that attracts intermediate and expert level meditators, and the addition of content such as Soundscapes to inspire brand loyalty

The Impact

Headspace seemed to have come out with the Soundscapes and multiple other features I recommended

  • Soon after this project was over, Headspace seemed to hace added certain features that had been suggested in the project such as Soundscapes and Sleep music

Received an 'A' grade for the project

  • The insights and recommendations helped get an A in this elective

Skills Employed

Image by Ben Kolde

Headspace Market Research

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