Filene Gives CMBDC Members Access to Valuable Research 

Michael Weber,Chair, CUNA Marketing & Business Development Council
January 30, 2008 | COMMENTS

Dedicated to scientific and thoughtful analysis about issues affecting the future of consumer finance and credit unions, the Filene Research Institute is one of the most highly respected organizations in our industry. And thanks to Filene, members of the CUNA Marketing Business Development Council (CMBDC) now have free access to their recent report entitled The Mind of Low- to Moderate-Income Savers.

> Click here to download the report.

This study focuses on how Low and Moderate-Income consumers approach (1) money and savings, and (2) their children's financial futures. Cognitive scientists claim 95% of all human thought is unconscious. New research tools are emerging which can help executives tap consumers' unconscious thoughts to better understand their preferences. Filene Research Institute recently partnered with Doorway to Dreams Fund (D2D) to test one such methodolgy, called the Zaltman Metaphor Elicitation Technique (ZMET). ZMET is an innovative research methodology that elicits insights about human decision making through metaphors and storytelling. Using a sophisticated interview technique, researchers encourage consumers to create stories and identify images about their feelings related to a topic of study. From these stories emerge metaphors, messages, and imagery that professional marketers use to build brands and products (e.g., “Chevy, Like a Rock”).

The Filene Research Institute is a 501(c)(3) non-profit organization. Their research and innovation programs are made possible by more than 1, 500 members. If your credit union is not already supporting Filene, please consider doing so in the future.

As a Council member, we hope you take advantage of this free member benefit!

Thanks.

Michael Weber
Chair, CUNA Marketing & Business Development Council
Dupaco Community Credit Union
V.P. Marketing and Public Relations