The changing role of money: What its transformation means for financial services
Daniel Jenkinson and Robert CookPayPal and Firefish
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Introduction
This paper is about our efforts to understand what money means today. It's about how a creative methodology was able to capture, with genuine empathy, the need for a customer champion in financial services. There were five key principles for research practitioners that emerged from this initiative:
- Deconstruct complexity to understand it better.
- Triangulate different perspectives and information sources to get to human truths.
- In-life testing is essential to get...