Why does she behave the way she does?
View slides here.
FinEquity held its first workshop of the year, "Why does she behave the way she does?" - Using Personas to unpack gendered social norms in financial inclusion, as part of our workshop series on practical tools and resources on customer segmentation.
During this 75-minute hands-on workshop, participants learned how to develop personas that incorporate social-norms findings to better understand the drivers and influencers of women’s financial behaviors and preferences, as well as the actions they can take to address select pain points and support opportunities for women customers.
Please find below some of the resources used during the workshop:
Social Norms and Persona Design Background Note - November 2020
Persona and Social Norm Overlay: Design Template - November 2020
Personas of Women Entrepreneurs - November 2020
Gendered Social Norms in Financial Inclusion - July 2020
We would like to take this opportunity to thank our members for their continued support and share some of the feedback from the workshop.
"It was interesting to know that the situations are not far off for women in my country-Zambia. I could relate to both the single and married setup and imagined a local persona. This was worth my while and am definitely going to adapt this in my next project," Chilekwa Banda.
"I really enjoyed the session and being encouraged to use a different framework to find and demonstrate solutions for women," Ella Moffat.
"Understanding the importance of analyzing what are the drivers of certain behaviors was very useful and I will try to apply it when developing Personas," Alessia Cecchini.
Due to the hands-on nature of this workshop, no recording is available.
Nicki Post
Nicki Post, Consultant with CGAP focusing on women’s financial inclusion. Ms. Post previously worked with Mercy Corps as their Senior Technical Advisor - Financial Inclusion and with MEDA (Mennonite Economic Development Associates) as their Senior Consultant/Project Manager focusing on women and youth financial inclusion and economic development programming. She holds an MS from New York University in Economic Development, a BA from the University of Denver in International Studies, and is conversational in French.
Nisha Singh
Nisha Singh, FinEquity’s Gender Transformative Solutions Technical Lead. She has over 17 years of experience promoting access to finance and financial market systems development, with a focus on women’s economic empowerment and inclusion. Since 2017 her work has focused on increasing economic opportunities for women through innovations in financial services as well as gender mainstreaming for private sector actors. Nisha has a master’s degree from the School of Social Policy at the University of Pennsylvania, and an MBA from the University of Hyderabad.