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Research International UK | Mastercard | Masterkit
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Developed for MasterCard, the MasterKit is a way of segmenting and understanding credit card consumers. It allows insight into their
life stages, as well as evaluating their spending potential. This allows MasterCard to prioritise and plan its acquisition strategy.
Along with introducing the MasterKit tool, Research International also undertook an analysis of the market segmentation itself.
Complex data was filtered and simplified, creating a consumer snapshot that could be understood at all levels. Care was taken to build
on the existing MasterCard company language.
The result was the generation of a business framework, rather than a traditional research report. Real understanding of the end user
was achieved, bringing consumer and card closer together.
The MasterKit generated a lot of buzz in MasterCard's European offices. As a strategic tool, it has already been used in successful
meetings with banks - and has led to valuable new product development. |
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