Concept Testing for a New Financial Product
The challenge
The client had early design concepts and a tight window to get executive buy-in. Their plan was standard focus groups. The problem with standard focus groups is that the first person to speak shapes what everyone else says. You end up with a consensus that reflects who talked loudest, not what people actually think. They needed real reactions, not a room talking itself into agreement.
What we did
The client needed consumer input on early design concepts for a new credit card rewards program. They came in expecting traditional focus groups. After getting clear on their actual goals, I redesigned the study from the ground up: structured individual evaluations first, then facilitated group discussions. This ensured every participant's reaction was captured before the room could influence itself.
The result was cleaner data, more honest feedback, and a clear story to take upstairs. Executives used the findings to greenlight the product's strategic direction with confidence.
What changed
Executives used the findings to greenlight the product's strategic direction with confidence. The restructured methodology also changed how the team approached concept testing. Individual evaluations before group discussion became their standard practice.