Market analysis and customer segmentation for a well-being app

This thesis develops a market analysis and customer segmentation to support the implementation of a mobile well-being application aimed at entering the rapidly expanding digital health market. Smartphones and wearable technology have started to be pervasively adopted, triggering the demand for mHealth apps that can deliver personalized health management tools directly into consumer hands. This research explores this evolving landscape, examining the key drivers of market growth, user expectations, and the challenges and opportunities to address in the sector. A core component of this study involves understanding user needs and preferences within the mHealth app ecosystem. Through a combination of market research and targeted interviews, key features and functionalities have been identified to focus on for a successful well-being application. This user-centric approach has been used to ensure the relevance and effectiveness in addressing the specific health and wellness goals of the target audience. The application of persuasive technology principles has been investigated to encourage user engagement and promote long-term adherence to healthy habits. These include personalized components, tailored content and gamification techniques as potential mechanisms for motivating users and fostering positive behavioural changes. A comprehensive competitor analysis has been conducted in order to evaluate existing well-being applications available in the market. By assessing the strengths and weaknesses of competing platforms, this research identifies opportunities for Goodlife (health and wellness app under development and covered within the paper) to differentiate in mHealth app landscape. Factors such as user interface design, feature sets, pricing strategies, and overall user experience have also been taken into consideration. Best practices for data management within mHealth applications have been explored and it was examined the complexities of integrating Goodlife with existing healthcare systems. To this end, the main health data aggregation platforms have been analyzed. These platforms integrate data from different sources allowing a comprehensive and personalized view of the user's health status. It was proposed a conceptual model for Goodlife based on keywords identified in qualitative analysis, market research, and competitor investigation. This model produces a framework for the development of the app, outlining its core functionalities. It emphasizes the importance of user experience, continuous innovation, and adaptability in response to evolving user needs and technological advancements. This research ultimately provides a practical blueprint for creating effective and engaging well-being applications identifying target audience, and strategic positioning within the mHealth app market.