B2C Case: 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.

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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

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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.

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