Peterson partnered with Fluid to perform a comprehensive analysis of market conditions using our proprietary analytics platform, Heimdal, and statistical analysis on publicly available consumer, competitor and market data. 

Our analysis covered the following areas: 

• Macro Economy: We were able to quantify with high statistical confidence how much recent paycheck protection payments from the U.S. government were driving demand improvements in the business, maximizing negotiating leverage for Peterson with current ownership. 
• Competitive Landscape: Our analysis of search trend behavior showed which modalities were growing (based on consumer interest over time) and which were shrinking, informing which parts of the business were true growth areas. 
• Consumer Insights: We were able to map correlations between core consumers and other brands and websites. That data informed a more holistic view of the target consumer and highlighted targeting opportunities and placements that were currently underexploited by the current ownership. 
• Geographic Insights: Leveraging Heimdall, we were able to generate a heatmap of demand based on Google search interest in this category (down to the intersection level) to inform current clinic performance and the new, post acquisition clinic buildout roadmap.