Direct Mail Optimizer™ employs a four step research process administered through individual in-depth interviews:

 

1. Identify current and future financial requirements of current and prospective customers.

 

2. Uncover insights into the emotional feelings of credit cards and the roles they play in our lives.

 

3. Identify where the consumer segments studied fit within this structure.

 

4. Determine perceptions of the bank/issuer and where it is positioned within this motivational structure.