A startup has just launched the first version of its new mobile fitness app. After one month, they have 10,000 active users. The product team now wants to understand how their app's performance compares to its main competitor and measure overall user satisfaction to guide the next set of feature updates. Based on this scenario, which phase of product development is the team in, and what type of research method would be most appropriate to achieve their goals?

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Picking the ideal research method is contingent upon what phase or timeline the project is at:

- Strategize:  Beginning phase where a great variety of ideas and opportunities can be entertained; this phase can be both quantitative or qualitative in approach (diary studies, surveys, etc.) 

- Execute: At this point, a decision has been made to go into a specific design direction. This stage is also used to improve design and decreas risk. This stage is usually qualitative (field study, card sorting, etc.)

- Assess:  Users are starting to engage with the product at this phase, so you can measure how well you're doing and compare with past data or against competitors. This step is quantitative (surveys, A/B testing, etc.)


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