Objectives:
- A multinational financial services company wanted to understand the strengths and weaknesses of their brand versus competitive credit card offerings. In addition to testing 5 card concepts ranging from exclusive access to products/services to immediate use of reward points.
Methodology:
- Two, in-person focus groups in the US.
Result:
- Provided direction on areas of opportunity for the brand based on SWOT analysis. In addition a clear winner emerged for the card concept revolving around unique experiences.