mobile money

Operationalizing Ethnographic Research to Grow Trust in Digital Financial Services

SOREN HEITMANN International Finance Corporation SINJA BURI International Finance Corporation GISELA DAVICO International Finance Corporation FABIAN REITZUG International Finance Corporation Case Study—Trust motivates people’s uptake and use of digital financial services (DFS). Understanding the socio-cultural determinants of DFS trust are needed to scale financial access and drive financial inclusion. These are core components of international development strategies, such as the Sustainable Development Goals (SDGs) or Universal Financial Access (UFA2020). The IFC-Mastercard Foundation Partnership for Financial Inclusion (the Partnership) conducted ethnographic research to understand factors that impact people’s attitudes and perceptions of DFS. Nine months of field work each in Cameroon, DRC, Senegal and Zambia were conducted, in collaboration with local research institutes’ Anthropology departments and the African Studies Center at the University of Leiden. The results of the ethnographic research produced a framework...

How to Talk about Money: Ethnographic Approaches to Financial Life

by ERIN B. TAYLOR , Canela Consulting On 1 June, 2012, I arrived at the British Museum to attend the opening of its newly renovated Citi Money Gallery. This was an exciting moment for me: inside was a display of money-related objects and images from Haiti that I collected with Heather Horst and Espelencia Baptiste for a research project. I couldn’t wait to see how our coins, phones, cards, and underwear with secret pockets for hiding cash would look inside this venerated institution. It was a huge success. People were spending far more time in the new gallery, lingering over the displays. Why, all of a sudden, was money so much more gripping? The answer, said curator Katie Eagleton, was the social aspect. Whereas traditional money galleries usually focus on coins, promissory notes, and other traditional forms of money, the new gallery includes a range of displays that focus on the social history and current practices of money. Not just for coin-collecting enthusiasts, the money gallery had something of interest for everybody. By...