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.