charge card company wanted to introduce a credit card in Australia in order to
compete with the Big 4 banks.
end of their product development, they had six credit card designs which they
wanted to test on the public. The company had been quoted over $150,000 to
conduct the research using traditional methods.
ASR ran a web
survey nationally across Australia. The questionnaire contained a series of
marketing questions together with pictures of the different credit card
designs. Respondents were asked to choose which design they preferred and also
to rank the designs in order of preference.
was completed within three weeks and the result was the transparent blue credit
design which is in use today. The whole exercise cost less than $45,000.