Muse, the headband with lab-grade biofeedback technology to measure your brain data, was experimenting with a membership model.

Muse felt that, if done in the right way, there was a big opportunity to drive stronger relationships, more value and higher revenues. However, the feature mix and positioning needed to be tweaked in order to have the biggest impact with new prospects, whilst smoothly onboarding as many existing users as possible.

Most of all, Muse wanted to understand who was most likely to take the offer up - and how existing customers would react.

We embarked on research to understand the addressable market, attitudes, barriers, pricing, interest in various features and white space for positioning. Augmented with an exploration of trends and best practices in membership models, expert interviews, and in-depth interviews with current users, a detailed understanding of the landscape was developed.

We also explored how changing attitudes towards the brain and cognitive health could impact how the membership and brand are positioned. As cognitive health concerns have grown increasingly mainstream, new avenues for Muse to play a role in proactively managing people’s health have opened up. No brand currently sat in the space connecting brain activity from specific activities to the ability to optimize overall health.