Earlier this year one of our large financial services clients launched multiple versions of a prepaid card — a card built on the product and marketing insights from past Fusion Hill research. One version of the card was specifically created to meet the needs of community college students. Six months after a very successful debut, our client wanted to understand more about why students love this card so much. Here’s where we came back in. Our team packed their bags and headed to a community college in Detroit where we held discussion groups with students to understand why, how, when they use this card. Participants did prework in the form of a time capsule, several of our proprietary emotes and even picked a “theme song” that represented their experiences with the card.
Fusion Hill gained extensive insight into not only how participants feel about their card, but why they feel that way. Research explored participants’ diverse lifestyles and motivations and how these impact use and attitudes about the card – their likes and dislikes, the needs it meets and suggestions for improvement. Our client is using this research to translate a successful launch on one college campus into a nationwide student acquisition strategy. Watch for this new card at a campus near you!
March 3, 2014 | Research