Together, anthropologist Erin and economist Anette describe how they came to research financial behavior and launch Finthropology, a business that blends anthropology and finance.

In talking about their book, they stress how crucial it is to use both quantitative and qualitative research—such as observations and interviews—to gain a deeper understanding of consumer behavior.

They also explain why it's critical to include customer-centric design in financial goods and how traditional financial services frequently fall short of meeting the demands of their clients, particularly the needs of women.

Their study over the previous five years is summarized in the book, which also looks at the potential advantages of qualitative insights for financial businesses. They also go over topics like how customers are using AI to handle their finances on their own and how alternative payment methods are becoming more popular.

The discussion highlights how the financial environment is changing due to developments in technology and changing expectations from customers.

Anette and Erin emphasize that financial innovation and improved service delivery depend on a knowledge of consumers' context and true demands.