Interest and reaction time analysis of credit card offers: THE THREE STEPS TO OPTIMISATION

This paper presents a sequence of three steps that the authors have used in a variety of projects in order to understand and to optimise credit card offers. It is also worth noting that the methods themselves

are not limited to credit cards, but also work in a variety of product and service categories in which communication of product features, benefits and emotional messages are key. The three steps are:

1. Create raw material. This step creates a bank of elements for the study.

2. Determine the ‘Algebra of the customer mind’. Determine by experimentation what features interest customers, and whether there exist segments that show radically different preference patterns. The experimentation uses conjoint measurement.

3. Understand how quickly information is comprehended. Measure the ‘process time’ or time needed by an individual to understand the message (whether or not the information is positive or negative in terms of the customer’s next steps).

The three steps together create a database from which the credit card marketer can synthesise an optimal platform that comprises the powerful easy-to- comprehend messages, aimed to the right target.


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