20|20, a market research firm with focus group facilities in Nashville, TN, Charlotte, NC and Miami, FL, has been using prepaid cards to bring in more than 30,000 participants per year, many of whom return and refer friends and relatives for future campaigns.
20|20 serves a variety of industries including food and beverage, pharmaceuticals and medical supplies. Working with both end-user clients and research agencies, they are tasked with providing focus group participants from specific demographics. From mothers who buy diapers to middle-aged men who consume alcoholic beverages to seniors who need diabetic testing supplies, a large and diverse audience needs to understand the same message from 20|20: They will be quickly and conveniently rewarded for their valued opinions.
“Respondents are like clients to me, and they need to have a nice experience,” says Kathryn Harlan, CEO at 20|20 Research. “We’ve spent a lot of time, effort and money cultivating a body of participants who are familiar with our brand and what we do.”
To create that ideal experience, 20|20 needed a fast, flexible payment solution that would allow respondents to walk away with money in hand. 20|20 solved these problems by implementing EML’s open-loop gift cards and CardSpot®, a browser-based application that allows cards to be loaded and disbursed at the point of sale. Now, within minutes of completing their surveys, participants can leave 20|20’s offices with prepaid, branded debit cards redeemable at any retail location that accepts MasterCard®.
“We’re in the business of taking care of our clients, and the payment system needs to work without me thinking about it,” says Harlan. “Now we’re at a place where I don’t hear complaints, cards are coming out loaded as they’re supposed to be, and day-to-day it’s a non-issue. EML has reduced our internal workloads, they’re easy to work with, and their outside-the-box thinking gave us the solution we needed.”