Challenge

The future of baseball will include the use of data to coach, train and improve pitchers (and hitters). There are a number of companies servicing this need at a professional or elite level, but at a premium cost. CBA needs to prove the business viability and desirability of a more accessible experience and a data-driven training technology solution for all levels of baseball.

Approach

To assess the desirability of the concept, uncover and identify current unmet needs and pain points across all stakeholder groups, and capture initial reactions and thoughts on the proposed concept.

These findings inform concept development, go-to-market strategy, and initial consumer experience. We interviewed 18 users across 4 categories (parent/athlete, coach, facility owner/trainer and scouts) over 6 states. They also provided us a full range of experience level and skill.

Outcome

At the end of the research, the conclusion was overwhelming in favor of proceeding with the product development. The desirability level was even higher than anticipated and users across all levels were excited about the product and the experience. They agreed that pricing would be the biggest challenge, but that everything they would expect from a pitching lab was going to be feasible. This feedback gave the team a set of guiding principles to guide the path forward and bring this product to market. It was clear this is the future of the sport.