Commonwealth explored receptivity by financially vulnerable families to savings product marketing using a cutting-edge marketing research tool, 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. The two ZMET studies Commonwealth undertook focused on how consumers approach (1) money and savings, and (2) their children?s financial futures.