Research Study:Bikram Yoga in Saint

Petersburg

Abigail YoongJulia Niazov

Zoe Chuyu ZouTeresa Cortez

Aleksandar DevokTereza Bartikova

Table of Contents

Background/Introduction

Theory

Ethnography Design

Experimental Design

Quantitative Design

Conclusion

Background/Introduction

- 26 poses- Based on hatha yoga- 40.6 C, 40% humidity- Relieves stress - Increases flexibility- Removes toxins- Helps recovery from injury

Theory

Two main trends in Russia

We wondered if the two could be combined via Bikram (hot) yoga

To understand whether it’s possible, we will conduct: ethnographic research, exploratory research, and quantitative research

popularity of yoga popularity of

sauna/banya

Ethnography Design

Purpose:To understand the particular experience that people seek from Yoga and

Banya.To explore the potential of combining Yoga and Banya by comparing

differences and similarities

Sample Questions:1. Intensity of perspiration2. What is the usual duration of one

session? 3. Are participants engaged throughout

the activity?4. What is the attitude after the session 5. Social interaction during the session

Experimental Design 1 Russian yoga teacher interviewPurpose: Willingness of teacher to teach Bikram yoga Interest of Russians to try Bikram yoga Additional feedback about Bikram yoga in Saint Petersburg

Experimental Design 2

Focus group

Purpose: Finding out what “St. Petersburgers” think about

Yoga, particularly Yoga in a hot place, what kind of offers would they rather have available and how do they think we can get there.

- When thinking about yoga, what comes to mind? - Yoga Classes/Experiences

a. In what ways were the classes/experiences helpful to you?b. In what ways do you feel that the classes fell short in helping you reach your goals?

Quantitative Design

Purpose:To identify our target group’s demographics and lifestyle.

To determine motivations for exercising and develop a good positioning for heat yoga.

To determine a pricing strategy.

To identify a consumer’s willingness to take up heat yoga if they are currently pursing a similar form of exercise.

Conclusion

Risks- Small sample sizes/sample bias.- Responses that are ideal rather than truthful.- Inability to complete a true experiment.- Language differences/problems.- Choices limited by options given.- Ethnographic observation is subjective.

Our ethnographic, experimental, and quantitative studies will allow us to understand whether the success of Bikram Yoga is possible in Saint Petersburg.

Any Questions?

Appendix - Ethnography 1. Majority Gender Group

MaleFemale

2. Majority Age group

20-3535-5555+

3. Temperature in the room (F)

Low – 70-90 degreesMedium – 90-110 degreesHigh – 110+

4. Intensity of perspiration

LowMedium High

Appendix - Ethnography 5. Position during the session

Active (constantly moving)Passive Changing positions over time

6. Are participants in good physical shape?

Low ( somewhat fat)Medium (normal)High (sporty look)

7. Attitude during the session – what can be read from facial/body expressions

RelaxationHappiness and funPhysical and / or psychical stress

8. Drinks consumed during the session:

WaterOther drinks

9. Amount of clothing worn during the sessionLow (nothing/swimsuit)Medium (sports equipment)High (cotton materials, long pants etc)

10. Social environment during the sessionDo they communicate to one another or remain silent during the session. 11. Is there a block of sessions that is complete in a certain period of time (e.g. sauna-shower-sauna-shower in half an hour)? 12. What is the duration of a single session/ Are participants engaged from the beginning until the end of the activity? 13. What is the attitude after the session?

RelaxationHappiness and funPhysical and/or Psychical stress

Appendix - Ethnography

Appendix - Experimental Purpose: Finding out what “St. Petersburgers” think about Yoga, particularly Yoga in a hot place, what kind of offers would they rather have available and how do they think we can get there. 1. Let’s do a quick round of introductions. Can each of you tell the group your name, if you are studying or working, and if you consider yourself and active and health-concerned person? 2. When thinking about yoga, what comes to your mind? 3. Now we would know like to hear about the yoga classes you have taken/the yoga experiences you have had a. In what ways were the classes/experiences helpful to you?b. In what ways do you feel that the classes fell short in helping you reach your goals? 4. Have you ever been a sauna? How often? Was it a good experience? 5. Now imagine you have the opportunity to combine both experience in hot Yoga. Would you like to try? Where would you like to have this service? Would it be a substitute or an adjunct to the other sports/activities you usually do? 6. Is there anything else we haven’t discussed yet that you think is important for our group to know about as we consider tailoring this type of Yoga to the Russian market?

Appendix - Experimental

Appendix - Quantitative 1Q: Do you exercise?• Yes• No

If YES – continueIf No – skip to 6Q

2Q: How often do you exercise in a month?• 0-5 times• 5-10 times• 10-15 times• More than 15 times

3Q: What is your motivation for exercising? • Be healthy• Loose your weight• Slim figure• Build muscles• To socialize• Others____________

Appendix - Quantitative 4Q: How much do you usually spend on physical activities (Gym, fitness classes etc) each month? • 0 – 3000 rub• 3000 - 6000 rub• 6000 - 9000 rub• More than 9000 rub 5Q: Have you tried yoga before? • Yes • No If Yes - Skip to 7QIf No - Continue to 6Q

6Q: Have you tried Pilates before?• Yes• No

7Q: Are you willing to try yoga in a 40.6°C environment?• Yes• No

Appendix - Quantitative 8Q: Have you heard about Bikram yoga before?• Yes• No 9Q: How much will you be willing to spend per session? • 0 – 150 rub• 150- 200 rub• 200- 350 rub• More than 350 rub

10Q: Who would you practise Bikram yoga with?• Friend• Family member• Alone• Others

11Q Would you be willing to try Bikram if the following promotion were offered? • Free trial for the first visit• Free weekend entry for family/friends• Gym related gift hampers and vouchers (Worth Up. 3000rub)• Unlimited sessions per month for 1000 rub

Appendix - Quantitative 12Q Gender• Female• Male 13Q Please tick on the age group you fall under.

14Q Income category per month• 0 – 15000 rub• 15000 - 30000 rub• 30000 - 45000 rub• More than 45000 rub