Identifying changes in thoughts, beliefs and motivations of consumers is an integral part to revising and developing a marketing/advertising campaign. American State Bank has commissioned a research study for the last six years. The 1992 study looks at banking habits and values and lifestyles. The results indicate convenience is the most important factor when choosing a bank and the majority of respondents are satisfied with their present bank. There are no differences between bank consumers when respondents are compared using values and lifestyles.