B2C Case Study: Traditional Focus Groups

Business Issue

A nationally known bank was seeking to expand its credit card business and draw a higher share of wallet from existing customers by offering a co-branded retail credit card.

Of interest was understanding the equity of the dual brands.

Solutions

A 2-phase approach was designed and executed.

Phase 1 – Traditional In-person Focus groups first explored rationales that might stimulate usage or prompt acquisition of the card.

Respondents were also presented with a series of offers with the same objectives (stimulate usage or prompt acquisitions). Participants also collaborated to create a few offers.

Phase 2 validated and identified the most effective offers

Results

The retailer implemented the “winning” offer. It not only generated greater credit card sales among current cardholders, but also built acquisition of the dual-branded card.