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What information should we (as people going into OCI/EIW) be looking for about firms? Obviously their strongest practice areas, recent successes, culture etc ... more concretely though, what info could you reference that would make an employer both realize you've done your homework regarding their firm and are very interested in working there, without awkwardly listing stuff you read on a webpage?

Any insight from people who've gone through OCI would be really helpful as I'm having a hard time thinking of how to relate my own experiences to what the firm might want without it coming across as ridiculously contrived/pretentious. On a related note how do you really show interest in X firm over others (presumably you will have done minor research on all of them), besides saying "hey I bid you guys #1".

Thanks guys