RESEARCH CAPABILITIES - The Hartman...
1
The Hartman Group is a consumer culture consultancy serving consumer packaged goods companies, retailers and food service operators. Powered by primary qualitative and quantitative research we know how consumers live, shop and use brands, products and services within the contexts of real life. We specialize in understanding how consumer attitudes, lifestyle and behaviors lead to purchase. Our human-centric approach (qualitative and quantitative) dissects consumer and shopper culture to reveal breakthrough insights. Our researchers (with backgrounds in anthropology, sociology, psychology, linguistics and statistics) work together to create deliverables that combine the power of multiple methodologies. Culture is our calling card. We consider the shared meanings and understandings of culture as the primary influencer of consumer behavior. It is these subtle and often imperceptible influences that constrain or support consumers’ purchase decisions, and most product and service successes or failures can be traced to forces of culture. Research Methodologies There is no single approach to the study of culture, no perfect toolkit of methods. We employ them, pragmatically, as tools to open our minds to new insights for our clients. One of the greatest strengths in our research approach is that our qualitative and quantitative researchers work together to create deliverables that combine the power of multiple methodologies. This cross-functional work is further enhanced by our team of experienced marketers, brand experts and strategists. Qualitative Techniques & Tools The Hartman Group gets you close to consumers. We utilize an assortment of qualitative ethnographic techniques and tools including language mapping to determine optimal semiotics in messaging and communications, visual journals to capture consumer behavior as it happens, in-home pantry and refrigerator tours to examine the realities of brand preferences and purchase behaviors as well as shop-n-talk tours to observe in-store shopping dynamics. Our qualitative methods rely heavily on ethnographic research tools to bring insights to life. Quantitative Techniques & Tools The Hartman Group designs custom research hand-in-hand with our clients to establish a robust foundation from which to build marketing strategies, and track shifts in consumer demographics, opinions, behaviors, usage, and shopping/ purchasing patterns. Through online surveys of nationally representative sample sizes and quotas to meet client demographic group needs, we get answers to questions about consumers, competitors and markets so clients can better understand trends and growth opportunities. Our quantitative capabilities run the gamut from attitudes and usage studies to segmentations, conjoint analyses, TURF studies and perceptual mapping. Please contact Shelley Balanko, Ph.D. for more details: [email protected] RESEARCH CAPABILITIES © 2015 THE HARTMAN GROUP, INC. Methods that get to the why. Tailored approaches for rich knowledge acquisition. Solutions-focused deliverables.
Transcript of RESEARCH CAPABILITIES - The Hartman...
The Hartman Group is a consumer culture consultancy serving consumer packaged goods companies, retailers and food service operators. Powered by primary qualitative and quantitative research we know how consumers live, shop and use brands, products and services within the contexts of real life. We specialize in understanding how consumer attitudes, lifestyle and behaviors lead to purchase.
Our human-centric approach (qualitative and quantitative) dissects consumer and shopper culture to reveal breakthrough insights. Our researchers (with backgrounds in anthropology, sociology, psychology, linguistics and statistics) work together to create deliverables that combine the power of multiple methodologies.
Culture is our calling card. We consider the shared meanings and understandings of culture as the primary influencer of consumer behavior. It is these subtle and often imperceptible influences that constrain or support consumers’ purchase decisions, and most product and service successes or failures can be traced to forces of culture.
Research Methodologies
There is no single approach to the study of culture, no perfect toolkit of methods. We employ them, pragmatically, as tools to open our minds to new insights for our clients. One of the greatest strengths in our research approach is that our qualitative and quantitative researchers work together to create deliverables that combine the power of multiple methodologies. This cross-functional work is further enhanced by our team of experienced marketers, brand experts and strategists.
Qualitative Techniques & Tools
The Hartman Group gets you close to consumers. We utilize an assortment of qualitative ethnographic techniques and tools including language mapping to determine optimal semiotics in messaging and communications, visual journals to capture consumer behavior as it happens, in-home pantry and refrigerator tours to examine the realities of brand preferences and purchase behaviors as well as shop-n-talk tours to observe in-store shopping dynamics. Our qualitative methods rely heavily on ethnographic research tools to bring insights to life.
Quantitative Techniques & Tools
The Hartman Group designs custom research hand-in-hand with our clients to establish a robust foundation from which to build marketing strategies, and track shifts in consumer demographics, opinions, behaviors, usage, and shopping/purchasing patterns. Through online surveys of nationally representative sample sizes and quotas to meet client demographic group needs, we get answers to questions about consumers, competitors and markets so clients can better understand trends and growth opportunities. Our quantitative capabilities run the gamut from attitudes and usage studies to segmentations, conjoint analyses, TURF studies and perceptual mapping.
Please contact Shelley Balanko, Ph.D. for more details: [email protected]
RESEARCH CAPABILITIES
© 2015 T H E H A R T M A N G R O U P, I N C .
Methods that get to the why. Tailored approaches for rich knowledge acquisition. Solutions-focused deliverables.
