Abstract:

Until now insight development in the credit card business has meant using focus groups, and giving a lot of weight to interpretation, especially in light of the investment nature of the card offer. Unfortunately this method offers only directional actions and is heavily influenced by only a handful of participants. With Internet-enabled conjoint analysis combined with, or even substituting for the focus group, the presenters have developed a system enabling the creation of more compelling programs. Furthermore, the system allows for many respondents at low cost, enabling segmentation based on messaging and rewards (which are under the card issuer-s control), rather than on the more general lifestyle, further increasing the actionability of results. A recent case history dealing with a credit card project for a co-brand partner in the casual dining segment illustrates the approach.