Discover Financial Services Case Study: Marketing Research Ryan Garton is director, Consumer Insights at Discover Financial Services. Ryan and the Consumer Insights team are responsible for all Market Research activities for the firm, including brand and advertising tracking/effectiveness, new product development/innovation screeners, financial attitudes and usage studies, overall voice of the customer, and other ad hoc quantitative and qualitative studies as requested by business lines. Ryan’s problem at Discover was simple: too much of a good thing. The company had a lot of very good new product and services ideas: new card products, new technologies to help people manage their finances/bills, enhancements to its Web site, new insurance products, and new banking products. However, Ryan lacked an integrated approach to determine which of the ideas would be most likely to fit cardholders’ desires, fit with the Discover brand image as the
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