15 JUNE 1985, Page 19

Picture cards

I LIKE the market research at Visa, the credit card network. Visa's member banks lose many millions to fraud, and are constantly being badgered to make their cards contain a photograph of the rightful holder. Visa quietly tried this out. Some holders went out with cards showing recog- nisable pictures of themselves. Some men went out with cards showing pictures of women. Some men and women went out with cards showing pictures of dogs. It did not make the slightest difference: they all got credit.