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

Ryan: Energetic Young Guys

4.4 million U.S. Households

(4.4 percent of all U.S. Households)

Median Age = 33

Median Income = $47,000

Quote:

"Let's grab a beer after we lift."

General profile:

Ryan represents single, younger, physically active men with strong career drives and upscale interests, including electronics and technology.

Attitudes: Ryan is on the edge of Life. He takes risks and has no problem speaking his mind, so watch out! He works hard and is focused on his career, but he wouldn't call himself a workaholic ... his Friends are too important. Playing team sports, working out, going to bars and clubs, creating the 1st Annual Playstation Olympics, and flirting with girls take precedence.

Credit card: The bare minimum: a standard Visa or MasterCard, his bankcard and possibly an American Express Gold card. He's paying off both a school and car Loan, so he doesn't feel financially secure, And he admits to being a poor money manager. Other than his 401(k) and some attempts at online trading, he doesn't really invest.