Bellabeat is a high-tech company that manufactures health-focused smart products, such as smart bracelet and watch that is capable in collecting data on activity, sleep, stress, and reproductive health which allows Bellabeat to empower women with knowledge about their own health and habits. Since it was founded in 2013, Bellabeat has grown rapidly and quickly positioned itself as a tech-driven wellness company for women. Bellabeat believes that an analysis of its available consumer data would reveal more opportunities for growth. The team was tasked to analyze smart device usage data in order to gain insight into how consumers use non-Bellabeat smart devices. Using the insights gained, the team was tasked to select one Bellabeat product to see how the insights can be applied.