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Searching for Metaphors of Household Financial Management

This report from Ignacio Mas summarizes the intent, activities, outputs and key lessons from an ambitious program of field research which sought to capture vividly and succinctly the essence of how ordinary people think about the management of their money and resources. We wanted to come up with simple constructs which could be stretched, by analogy, to shed light on the issues faced by a variety of customer profiles in a variety of situations. We developed a range of creative research methods, from which we develop a variety of conceptual and metaphorical representations of household finance.

Ignacio Mas
Ignacio Mas is a Senior Fellow at CEME at the Fletcher School. He has been deputy director at the Bill & Melinda Gates Foundation, has held senior telecoms jobs at Vodafone and Intel, and has been adjunct professor at the Business School at the University of Chicago. He holds a SB degree from MIT and a PhD from Harvard.

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