“We spend a lot of time looking at our data and pulling out specifically people that downloaded the app and then churned or took one class and then churned and we spend a lot of time talking to those people as well.”

Interview Churned Users Specifically — They Tell You What Kept Them From Converting

Most product teams over-interview power users and get survivorship-bias feedback. Zumba deliberately pulled churned segments from their data — one class then quit, downloaded but never opened — and ran structured conversations with them. The result: they discovered a major churn driver was users preferring in-person classes, which shaped the app's class locator feature.