Skip to Navigation | Skip to Content

Thank you for downloading your report!


The Mind of Low to Moderate Income Savers-Phase 1 and 2

LMI families are finding it increasingly difficult to save money. In Does Imagery Matter: Delving into the Mind of Low- to Moderate-Income Savers, the Doorways to Dreams Fund (D2D) and the Filene Research Institute partnered to analyze how marketing images influence LMI families’ likelihood of saving.

Researchers used the Zaltman Metaphor Elicitation Technique (ZMET), a groundbreaking research methodology that elicits insights about human decision making through metaphors and storytelling. The results demonstrate a useful tool for marketing professionals to tap into consumers’ subconscious thoughts with compelling messages and metaphors in financial services. Thank you to the National Credit Union Foundation for funding this research as part of its REAL Solutions program

After evaluating these credit unions’ marketing materials and results, the researchers found the following:

  • While risky, choosing more emotionally provocative images could connect more successfully with LMI consumers.
  • ZMET-influenced marketing can be implemented on different scales, from small to substantial.
  • ZMET-based imagery and messaging may be most effective when targeted at specific segments within the LMI market (e.g., single moms).
  • Credit unions should consider the value of community outreach as a complement to new marketing images and messages.

Interested in applying these techniques at your credit union? Learn more about Filene’s new Applied Research Advisory Services.

Categorized: 'Human Behavior'

Tagged: 'low to moderate income' 'marketing images' 'research methodology' 'data analysis' 'assistance' 'lmi'

You must be a Member to Read the Full Report

Comments on this Report

1. In A Silent Way   Miles Davis 2. The Noonward Race   Mahavishnu Orchestra 3. Spain   Chick Corea 4. A Love Supreme   Carlos Santana   John McLaughlin 5. Slightly All The Time   Soft Machine 6. Boogie Woogie Waltz   Weather Report, Christian McBride 7. Hannibal   Miles Davis 8. Open Beauty   Don Ellis Orchestra 9. Chameleon   Herbie Hancock10. A Remark You Made   Weather Report11. Light As A Feather   Return To Forever12. Footprints   Wayne Shorter13. The Dominant Plague   Allan Holdsworth14. Foreign Affairs   Tribal Tech15. Proto Cosmos   The New Tony Williams Lifetime16. Samurai Hee-Haw   Marc Johnson17. Nubian Sundance   Weather Report18. Still Warm   John Scofield19. The Low Spark Of High Heeled Boys   Traffic20. St. Alfonzo’s Pancake Breakfast/Father O’Blivion   Frank Zappa21. Does Anybody Really Know What Time It Is?  Chicago22. Incident At Neshabur   Santana23. World Gone Strange   Andy Summers24. Sympathy For The Devil   Blood, Sweat   Tears25. Sandbox   Leni Stern26. Funnels   Allan Holdsworth27. The Precipice   Tribal Tech28. The Wish   Chick Corea29. Sometimes I   Scott Kinsey30. Galaxy   Eddie Henderson31. Cadillac Club   Bob Berg32. Sister Moon   Sting33. Shadow Dance   Dave Holland34. The Necessary Blonde   Tribal Tech35. Two Price Hit   Petite Blonde36. Welcome To My Chambers   Tom Coster37. The Approaching Storm   Chicago38. Looking Glass   Allan Holdsworth39. Wild Things Run Fast   Joni Mitchell40. Desert Girl   Planet X41. Blessed Relief   Frank Zappa42. Window’s Peak   Dennis Chambers43. 500 Miles High   Flora Purim44. Sultan’s Boogie   Scott Henderson45. Train Of Thought   Mitchel Forman46. Can You Follow?  Larry Coryell47. Birdland   Weather Report48. Nairobi Express   Scott Henderson49. Saturn V   Tribal Tech50. Devil Take The Hindmost   Allan Holdsworth51. And When I Die   Blood, Sweat   Tears52. Stella By Infra-Red High Particle Neutron Beam   Tribal Tech53. Birds Of Fire   Mahavishnu Orchestra54. Pud Wud   Allan Holdsworth55. Signal Path   Tribal Tech56. Carol Ann   Soft Machine57. Toussaint L’overture   Santana58. Seven Days   Sting59. Somewhere In The West   Andy Summers60. Sara’s Touch   Mike Mainieri61. Expansions   Lonnie Liston Smith62. Winter In America   Gil Scott-Heron   Brian Jackson63. Freedom Jazz Dance   Miroslav Vitous64. Black Market   Weather Report, Shawn Lane65. Inca Roads   Frank Zappa66. Watermelon Man   Herbie Hancock67. City Nights   Allan Holdsworth68. Blue Matter   John Scofield69. Hillbilly In The Band   Scott Henderson70. Return To Forever   Hymn Of The Seventh Galaxy71. Busy On The Line   Mark-Almond72. Strawberry Soup   Don Ellis Orchestra73. Summerhill   Dieter Ilg74. The Big Wave   Tribal Tech75. Pink Napkins   Frank Zappa76. Talk To Me   Leni Stern77. Actual Proof   Herbie Hancock78. Kingdom Of Dreams   Planet X79. Samba De Sausalito   Santana80. Goodbye Pork Pie Hat   Joni Mitchell, Derek Sherinian81. Space Camel   Tribal Tech82. Dream   Mahavishnu Orchestra83. Red Baron   Billy Cobham84. Spanish Moss   Billy Cobham85. Out-Bloody-Rageous   Soft Machine86. School Days   Stanley Clarke87. Nuclear Burn   Brand X88. Giant Steps   Vital Tech Tones89. Holiday Insane   Chad Wackerman90. 2Fast   Scott Kinsey91. Metro   Metro92. Pussy Wiggle Stomp   Don Ellis93. Race With Devil On Spanish Highway   Al Di Meola94. Portrait Of A Yak   Wayne Johnson95. Soli   Gong96. Abracadabra   Klaus Doldinger97. Bring On The Night   Sting98. 5 To 10   Allan Holdsworth99. Vashkar   Tony Williams Lifetime100. Zoot Allures   Frank Zappatake caredave

Add your comment
Add your comment