D2D Fund

Influencing consumer behavior requires an understanding of consumers – how they think, feel and view the world of money and savings. With the help of a cutting-edge research tool, the Zaltman Metaphor Elicitation Technique (“ZMET”), D2D has begun probing the minds of lower income consumers in order to bring innovation to the marketing of savings. In addition, this research can help develop useful decision-making aids and appealing savings products. D2D intends to expand the use of the ZMET tool and marry the findings with existing quantitative market research. In doing so, D2D hopes to dramatically strengthen the storehouse of consumer data and insight from which financial service vendors, policymakers and non-profit providers may draw.

This research and testing is a natural extension of focus group and survey work D2D has engaged in since its founding, and represents the first time advanced tools like ZMET have been applied to the lower income consumer segment.