Financial Services – major charge card company

A major charge card company wanted to introduce a credit card in Australia in order to compete with the Big 4 banks.

Toward the 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.

The survey 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.