marketing-consulting Case Study

Features and Price Research Informs Prepaid Card Design

The Client's Situation

A woman purchases with a credit card

The Campaign

Credit card payment with Square

Approach + Solution

Phoenix MI conducted an online survey of prospective customers to measure the relative appeal of many potential card features.

Respondents constructed their ideal card, enabling product differentiation among specific target markets. Each was given a set number of points to allocate across various card features, with some features requiring more points than others. At the conclusion of this exercise, we tested a variety of price points to evaluate sensitivity.

Results

The client had a successful launch of a new product

Understanding the combination of pricing, value, and other feature information enabled the successful launch of a compelling pre paid card product which included both baseline and value-add features at a competitive price point.

Customers in a coffee shop
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