The project included designing a comprehensive research framework covering segmentation analysis, behavioral diagnosis, A/B/C testing, survey design, and strategic recommendations. We developed and analyzed multiple customer segments, including early adopters, health-focused users, budget-conscious consumers, first-time buyers, and style-driven consumers, to better understand how different audiences evaluate upgrade decisions.

Our team also conducted a randomized experiment to test whether practical features such as haptic reminders and mood lighting would increase perceived upgrade value and purchase intent. Through the research, we found that behavior-focused features like haptics consistently produced stronger consumer responses and higher upgrade intent than cosmetic additions. The project ultimately focused on how Oura could strengthen long-term brand differentiation, improve upgrade conversion, and maintain premium positioning within an increasingly competitive wearable technology industry.

Download the link below to view the full project, research, and strategy breakdown.