Overview
From wearable data to behavioral insight
The project explored activity, calories, sedentary time and sleep patterns captured by Fitbit devices. The goal was not only to summarize behavior, but to connect patterns with actionable ideas for Bellabeat's product and marketing strategy.
Business Question
What the analysis needed to answer
Which habits and trends appear in smart-device usage, and how could those patterns inform marketing and engagement strategies for a women's wellness technology brand?
Data
Fitbit activity and sleep records
The dataset covered April 12 to May 12, 2016 and included daily and hourly activity information such as steps, calories, intensity, sedentary minutes and sleep. The work included format correction, duplicate removal, derived fields and weekday-level aggregation.
Analysis Process
Cleaning, derivation and comparison
Key Findings
Behavioral patterns surfaced in the data
Recommendations
Turning patterns into product ideas
Use inactivity reminders and short guided stretching prompts when sedentary periods become prolonged.
Personalize exercise suggestions using historical behavior and wellness objectives.
Explore messaging for office-based professional women, reflecting the high sedentary-time pattern in the sample.
Use sleep goals, gamification and educational wellness content to support engagement beyond activity tracking.
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