Abstract:

This presentation examines the role of qualitative research in the transformation of American Express' US Small Business Services division, an issuer of credit cards, into OPEN: The Small Business Network from American Express, a network of financial and other services for small business owners. More than a brand makeover, it was a new brand built around a wholly new product concept rooted in deep insight into small business owners' needs. It is a real-world example of qualitative research playing a pivotal role as a dynamic vehicle through which to solve complex brand and business problems.