Financial Services

The meanings of Investing

We worked with a leading financial investment firm to understand how young, Silicon Valley tech workers think about investing and employee benefits. As tech companies try to attract and retain top talent, they have offered an increasing range of creative benefits and perks (e.g. world-class cuisine, massage, yoga, etc.). We interviewed employees and HR professionals to understand how our client can grow interest in traditional benefits like the 401(k). MORE

How INDIAN-AMERICANS Invest

A wealth planning firm wanted to know if they could gain competitive advantage by engaging Indian-American immigrants differently than American-born clients. Our ethnographic approach sought to understand subtle cultural differences between “Indian” and “American” money beliefs and behaviors. By studying Indian-American couples in Silicon Valley and Indian couples in Mumbai, we identified important differences in worldviews and practices about how to manage money. MORE