Identifying opportunities for growth using existing competition

This project analyzes consumer usage/trends of an existing competitor (Fitbit) to identify opportunities for growth for Bellabeat, a high-tech manufacturer of health-focused smart products for women. 

Bellabeat’s app and multiple smart devices collect data on activity, sleep, stress, hydration levels, and reproductive health to empower women with an understanding of their own health and habits. 

The data used in this analysis is the Fitbit Fitness Tracker Data made available by Mobius (on Kaggle). It contains personal fitness tracker data from 30 fitbit users (with consent) including minute-level output for physical activity, heart rate, and sleep monitoring. It includes information about daily activity, steps, and heart rate that can be used to explore users’ habits.

Using selected data from the datasets, several trends were noted, some of which will be highlighted in the slides shown.

A. The relationship between calories burnt & activity level using R

B. The relationship between sleep time & activity level

C. Positive & Negative correlation between Activity, Calories Burnt & Sleep Time

Using the relationship between Calories burnt & Activity levels, the following recommendations to Bellebeat would be to set daily goals and reminders on their smart products such as their watches & offer users daily digital prizes to inspire them to be more active.

In relation to Sleep time & active minutes, user habit showed that, individual is more likely to sleep better on days where physical activity was done and remain awake on days with sedentary minutes. This finding can result to the introduction of sleeping patterns in Bellebeat products to create more awareness for the end users.