Battle of the Travel Cards: Debate-Focused Focus Groups With Holders of Premium Credit Cards

A New York–based strategy consulting firm approached Zintro with a unique qualitative recruiting challenge: uncover what drives loyalty, pride, and switching behavior among holders of premium travel credit cards. The firm sought to run a series of competitive 90-minute focus groups with 30 active cardholders split across American Express Platinum, Capital One Venture X, and Chase Sapphire Reserve. They wanted two holders of each card per group (six total per group), where participants would not only explain why they chose their card, but try to convince others to switch.