Cohort of the month: a look at some sample customer segments, together with an overview of their key characteristics.

Burt & Marilyn: Mature Couples

8.9 Million U.S. Households

Median Age = 67

Median Income = $54,000

Quote:

"We've got precious family memories, and we're planning on lots more good years together."

General profile:

Burt and Marilyn are comfortable, close-to-retirement homeowners who are active investors and who engage in charitable activities, travel, politics and their grandchildren.

Attitudes: They are happy with their standard of living and feel financially secure. They trust their doctors and their stockbrokers, and try to live an active, healthy lifestyle. They're conservative, but splurge on new cars (American!) with loads of options every two or three years.

Credit card: Do they carry plastic? Yes, especially department store credit cards Like JCPenney and Sears, as well as gas cards. They also prefer platinum MasterCards and Visas, and if they use American Express, it's only a green card.

Source: Cohorts, Denver, Colo.