Case Study: Wharton achieves rapid, targeted market insights to design and launch a profitable running program with Google Analytics Solutions

Wharton and Google Surveys Helping Businesses Reach the Finish Line

The Westchester Track Club wanted to create a profitable multi-day training program for amateur runners that would also give former East African Olympians post‑Olympic coaching opportunities, but they were uncertain about program content, pricing, and how to market it. They engaged Wharton MBA students to define the offering and identify who would be most likely to sign up.

The students used Google Surveys to quickly and affordably reach 1,000+ competitive runners, testing two program concepts against a national benchmark. Surveys revealed a target demographic (age 25–44, urban, income >$75K), showed comparable interest to the benchmark, and informed a focused marketing and program design — enabling the club to launch a pilot and plan regional and national expansion.

Wharton

David Reibstein

Professor of Marketing