N|Sight Magazine: Live, Shop, Buy

The New Wellness Consumer

As we come to the end of our look to the future, our look forward during this millennial year, it seems only appropriate to focus on the one key element that has made the wellness movement possible - the consumer. The most fascinating aspect of Hartman Group research is the direct connection and understanding of the consumers who are living, shopping and buying wellness everyday. We have made it a priority to watch, observe and listen to the consumer on their own turf. We go into the stores, into the homes and even into the pantries and medicine cabinets. We watch them as the make their product choices and listen as they explain why they chose one item over another. One thing we've confirmed through all these observations, interviews and discussions is that it is the consumer who is driving this market, and they are changing and evolving as fast as health and wellness companies are introducing new products...

Live, Shop, Buy: Understanding Consumers' Healthy Living and Wellness Lifestyles

For the wellness market the driving force is the consumer, not the products.From our fundamental understanding of consumers and their wellness lifestyle consumption behaviors, we can uncover what is driving the market today and keep in tune with where it is likely to be tomorrow.

Selling to the Core...At the Periphery

The art of matching the right brand and the right target segment with the right channel and retailer will seemingly define the successful health and wellness products of the near future.

Defining the Wellness Continuum

The appearance of The Hartman Model hammered home the last nail in the coffin of traditional segmentation research. Cultural anthropolgists apply The Hartman Model to uncomplicate the complex world or wellness.

Research Review: Analyzing the Role of Price as a Dimension in the World of Wellness

Here researchers move through The Hartman Model to identify and explain dimension of purchase.

Shopping with Maggie: An Ethnographic Account of Shopping and Talking with the Wellness Consumer

Ethnography is the direct observation of an organization or small society and the written description produced. This approach allows us to capture the rich descriptions of the social world in great detail by producing text that identifies consumer behavior.

A Live-Shop-Buy Case Study: How Pharmed Group Is Going to Retail

The elements of Live, Shop and Buy provide a framework for how consumers move through a series of thought processes and behaviors of a shopping experience... Pharmed’s level of success will be greatly determined by the way it approaches each of its retail partners and adapts its strategy within each channel.

The Pharmed Perspective: An Industry Interview

Read an interview with Carlos M. de Céspedes, the Chairman and CEO of Pharmed Group, an independent distributor of medical, surgical and pharmaceutical supplies.