Market
research

To support the development of the ActiveSG New Membership Rewards Programme, a comprehensive market research initiative will be conducted to gather actionable insights from both current and potential members. This includes the collection of key demographic information such as age, gender, location, household composition (e.g., families with children, seniors), and occupation to better understand the needs and behaviours of various user segments.

The research will also explore current usage patterns of rewards programmes, identifying which platforms or types of rewards users are already engaging with and why. Participants will be asked about their preferred features in a rewards programme, including elements such as gamification, tiered benefits, or point expiry. Additionally, the study will examine redemption preferences, including the types of rewards users value most—such as ActiveSG credits, partner discounts, fitness merchandise, or exclusive access to events. To ensure effective outreach and ongoing engagement, the research will also assess communication preferences, such as preferred channels (e.g., email, SMS, in-app notifications) and message frequency.

Finally, the study will gather open-ended feedback and suggestions to uncover unmet needs, pain points, and opportunities for innovation within the rewards experience. These insights will inform the strategic design and rollout of a tailored, engaging, and inclusive rewards programme that resonates with the ActiveSG community.