March 5-6, 2019

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Cash is Queen: How Millennial Women Are Shaping the Future of Money

Our client, Visa, wanted to understand how money is changing. Specifically, they wanted to understand the wants, needs and expectations of Millennial women. Millennials are the fastest-growing and largest population segment in the U.S., and Millennial women are evolving in the ways they think about money.

To uncover these insights, we needed to tap into underlying stereotypes and compare responses across generational cohorts. We surveyed multiple generations about their attitudes and behaviors around money across all aspects of their lives. We used projective techniques and a number of tools from our Pragmatic Brain Science Institute®, including Linguistic coding and the BASE Framework, to connect with consumers’ fundamental needs and identify underlying perceptions that may drive decision-making.

Our biggest challenge was taking the complex, multi-dimensional issue of personal finances and disseminating the data into a compelling story that shared the attitudes of a diverse demographic. We worked with Visa’s creative agency to help tie the insights together by taking a targeted, hypothesis-driven approach to storytelling.

Presentation type:

  • Case Study Presentation

Subjects covered:

  • Behavioral economics
  • Storytelling/data interpretation


  1. When to challenge the myths and stereotypes in your organization.
  2. Methodological alternatives when direct questioning will not yield truthful results.
  3. How storytelling can help change stereotypes in an organization.


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