The Money Management Metaphor (Metamon) Research, Asia
Bill and Melinda Gates Foundation engaged MicroSave to design metaphors that explain money management practices of low-income market segment. The first stage of the project involved listening to clients talk about how they think about money, budgeting and their savings in a variety of contexts. We generated a catalogue of ideas that captured the key words and imagery they use. The second stage involved synthesis of the ideas and imagery collected to create a higher-level metaphor. This involved much higher level of abstraction than what customers would say spontaneously. Finally the chosen metaphors were presented to the clients and their reactions captured to improve the expression of metaphors and maximize relevance.