In consumer research, Zaltman’s Metaphor Elicitation Technique (ZMET) takes advantage of metaphors and non-verbal means of communication to elicit and gain insight into the thoughts and emotions of consumers. We present a novel system that enables consumer researchers to conduct a modified version of a metaphor elicitation study in virtual reality (VR). Instead of showing pictures to the participants as done in a conventional MET study, we created a virtual home environment with indoor and outdoor spaces and a variety of objects that the participants could look at and choose to talk about. The system has a two-part interface with a VR environment for the participant to explore, and a desktop-based interface for the consumer researcher with the participant’s VR view and controls. The iterative system design and implementation are based on preliminary expert opinion and feedback from 5 metaphor elicitation experts and practitioners. We also present the results of a pilot study (N=4) that we conducted to evaluate the effectiveness of utilizing VR to augment the metaphor elicitation process. The results indicate that the VR system facilitates the expression and access of deeper metaphors of the mind. Additionally, the results reveal that sense-making and clustering are much easier in VR, and that interaction and presence help in evoking richer responses from the participants.