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Beyond Demographics: Tracking Buying Trends: Who knew prospective first-time home buyers love three FOX shows: "Family Guy," Simpsons" and "War at Home?" That kind of detail is making bank marketers salivate.

Publication: US Banker
Publication Date: 01-JUL-06 		Format: Online
Delivery: Immediate Online Access

Article Excerpt
When Fallon Worldwide was searching for a strategy to win Citibank's business in 1999, its market researchers were casting about for a new way for the retail giant to segment its customers. But scores of focus groups weren't yielding any consumer passions when it came to banking products, until the agency began asking people about the role of money in their lives. "At this point people leaned forward, put their elbows on the table and began to talk," says Fred Senn, one of Fallon's founding partners, who chronicles the Citi case in the recently published Juicing the Orange: How to Turn Creativity Into a Powerful Business Advantage.

The result came to be Citi's "Live Richly"...



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