“HartBeat” is The Hartman Group's FREE online newsletter, providing insight, analysis, information and strategy to give business leaders the knowledge and vision to build sustainable brands.
Consumers are changing even as we speak; they lead messy lives and are complex and full of contradictions. Surrounded by choices, consumers pick and choose from options across categories and retail environments that best suit their changing lifestyles and evolving tastes. It appears that nothing these days is black and white, cut and dry...and often not what you think it is. Following suit is consumer behavior, something that is unpredictable at best.
Traditional demographic segmentation cannot begin to tell the real consumer story. To put context to the driving forces behind consumer behavior, The Hartman Group researchers meet consumers on their own turf, in their homes and the grocery stores they shop, to observe the unscripted and unrehearsed nuances of their everyday lives.
To that end, we bring you the consumer - unscripted and unrehearsed.
In coming issues, we will bring more of HartBeat Live your way. We look forward to your feedback on this new feature to your weekly edition of taking the pulse of the marketplace.