Case Study
Credit Card Brand Tracking
By Jay Thordarson
Purpose
Assessing brand affection compared to main competitors and monitoring progress on brand pillars, including both emotional and rational drivers. This information is used to inform and guide brand strategy.
Tenure
Active since 2019, this tracking study has conducted 5 waves between September and October, along with 5 smaller waves in April. The fall tracker examines 47 markets, while the spring tracker focuses on 27 core markets.
Audience
The target audience is individuals aged 18 and older who have previously used banking services and are familiar with the credit card company.
Metrics
Length: The median length of the survey across all countries was 34 minutes.
N Size: The overall n size of all markets was approximately 44,000 completes, averaging 1,400 completes per country.
Incidence: Overall IR for all markets was 50%.
Translations
The survey has been translated into 33 languages.
Markets
Full markets
Germany, Great Britain, Hong Kong, India, Indonesia, Italy, Jamaica, Japan, Kenya, Korea, Malaysia, Mexico, Netherlands, Nigeria, Panama, Paraguay, Peru, Philippines, Poland, Puerto Rico, Qatar, Saudi Arabia, Singapore, South Africa, Spain, Sweden, Thailand, Turkey, United Arab Emirates, United States, Uruguay.
Core markets
Australia, Brazil, Canada, China, Columbia, Germany, Great Britain, Hong Kong, India, Indonesia, Italy, Japan, Kenya, KSA, South Korea, Malaysia, Mexico, Netherlands, Nigeria, Philippines, Poland, Singapore, South Africa, Spain, Sweden, Taiwan, Thailand, Turkey, United Arab Emirates, United States.
Methodology
Online
Panelists were invited to complete the survey through online invitations, which were sent via email, an offer wall invite, or both. They were targeted based on pre-profiled criteria, including age, gender, region, and any banking information they may have provided.
Intercept/F2F
In markets where internet access is limited or online surveys are uncommon, we used face-to-face interception methodology instead of online sampling. Our interviewers approached potential respondents in pre-approved public locations to conduct the survey.
Jay Thordarson
VP, Research Services
Jay is an accomplished market research professional with extensive experience in global quantitative, qualitative and face-to-face research.