Thursday, October 13, 2005

Reality Marketing

Since 1989, The Hartman Group has advised companies such as Whole Foods Market, PepsiCo and Campbell Soup Co. on issues about health and wellness and how to get close enough to the consumer to figure out what they want.
...Their study kicks off what Chairman and Chief Executive Harvey Hartman and his team hope will be a research series that will be tailored to specific companies in future iterations. For now, the pilot studies are exploratory and focused only on the family's attitudes and actions around food.
..."How they use the product, how they share the product, how they interact with the product, what are the emotional connections to the product -- all these are things that intimately intertwine with what happens in the home," said Barry. "It is such an enormous void in the intellectual capital of the entire industry."
Enter the ethnographers. The study of people in their natural environment is, The Hartman Group believes, the future of marketing.

No comments: