Euro RSCG wanted some foundational consumer insights to feed into an upcoming new business pitch. By collaborating with Communispace, they hoped to understand the “ultimate” online/digital credit card experience for both the client’s existing customer base as well as prospects. The goal was to advise the client on how to increase overall brand loyalty and retention via greater customer engagement, as well as design a differentiating online property that would aid in acquisition from the competitive set.

Working with community members using a creative approach, Euro RSCG could explore the mindset and habits of credit card users. They started with a collaging project where members could use imagery and photos to provide visual metaphors to bring their “dream online credit card experience” to life—bringing new ideas and fresh insights to their thinking. Then, a comprehensive survey was used to understand members’ current credit card usage habits and online needs.