Stakeholders in the credit card industry were interested in understanding consumer attitudes and behaviors in driving a card’s “preferred” status in the wallet.


Partnering with a leading industry consulting firm, Directive Analytics conducted and analyzed a multi-wave study of more than 6,500 card owners in the U.S. Topic areas covered included: card ownership, usage, and associated attitudes and behaviors. Research was focused on standard credit, co-branded/sponsored, retail, and debit cards.


Uncovered an unexpected finding regarding the rapid growth and threat debit cards posed to traditional credit cards. Further analysis uncovered key consumer segments that were most at risk to shift loyalty to their debit instruments vs. credit. Identified the key drivers behind acquisition and usage by card type and for the “preferred card” in wallet.