Understanding the Mind of the Saver
A Picture in Your Mind’s Eye: How LMI Individuals See Money and Savings
D2D has begun the process of applying the ZMET research within the financial services industry, starting with credit unions. Over the summer and fall of 2007, D2D completed a review of credit union imagery and messaging related to savings account promotions. Our final sample includes 107 images from 22 credit unions. Many of these 22 credit unions are part of the Filene Research Council.
The Mind of Low- to Moderate-Income Savers
The credit union industry and D2D Fund share a common interest: better understanding the mind-set of low- to moderate-income (LMI) consumers regarding personal finances and financial services. For credit unions, attracting LMI customers is important to their mission of “meeting the credit and savings needs of consumers, especially persons of modest means” and an important part of what distinguishes them from other depository institutions.