N|Sight Magazine: The Messy Middle

The Mid-Level: Everywhere You Want to Be

In the past this wellness subsegment has been stuck between the bookends of the periphery and core - two much more easily defined groups. Its own definition, then, became merely a comparison to either end of the spectrum. In this issue of N|sight, we try to provide you with a clearer definition of who and what this 62% is and why they should be a wellness marketing mainstay...

Getting to the Heart of the Matter: The Importance of the Mid-level Consumer to the Market for Wellness Products

In many respects the mid-level wellness consumer is amorphous, trapped in between the couch of the periphery and the rigors of the core...It is in the mid-level, however, where the elemental relationship between knowledge and use evolves.

Consumer Segments at the Mid-Level: Understanding Lifestyle Characteristics

Here we take a close look at mid-level consumers to gain a better appreciation for the diversity of attitudes and behaviors that comprise the messy middle.

Opportunities for Mid-Level Channels

This article explores some of the potential opportunities that await mid-level wellness channels by examining various indicators of wellness shopping behavior.

Gretchen's Pantry: Using Consumption Artifacts to Better Understand the Messy Middle

Studying the ‘canisters of shared meaning’ consumers have in their homes is particularly helpful for understanding how they see themselves and the world of wellness.

Marketing in the Soul Age: An Excerpt from the Upcoming Hartman Group Book

Read an excerpt from the latest publication by Harvey Hartman and The Hartman Group analyzing the reasons for the shattering of the post World War II mass market and prescribing an approach for developing strategies to reach consumers in the new Lifestyle Marketplace.