LGBT Market - Citibank
Citibank
In 1997 we undertook a detailed research and strategy project for
Citicorp for their retail bank, Citibank Limited.
The project involved the assessment of gay and lesbian financial
needs, how this market was similar to the mainstream, and also how
it differs. Existing quantitative research data was analysed to
inform a series of focus groups.
We ascertained the market attitudes and market drivers in the area
of tailoring credit card products and advertising messages in the
gay market.
A detailed report on findings, and strategic implications arising, was delivered to the bank.