GfK in Shopping Partnership with Hartman

GfK Custom Research North America is partnering with The Hartman Group to launch a new study, Future Buy: The New Shopper Value Paradigm, which aims to find opportunities for companies looking to connect with shoppers in a changing retail marketplace.

Hartman is located in Bellevue, Washington and was established in 1989. The firm's consumer lifestyle and cultural anthropologists with link up with GfK's innovation experts and consumer trends researchers to identify the factors and motivations underlying the fundamental shifts occurring in how people live, shop, work and travel. The new syndicated study promises to tell brand owners, marketers and retailers 'what they can do beyond discounting at the shelf.'

'With the blurring of channels, some traditional retail venues are losing relevance as shoppers' needs, desires and tastes change' comments founder, Chairman and CEO Harvey Hartman. 'Our in-home/out-of-home focus is an excellent complement to the vast amount of quality marketplace data and information that GfK is known for.'

Mike Kassab, SVP, Director of Innovation at the GfK firm, says the deal will 'bring a deeper dive to the shopper insights research space', offering 'a unique approach to understanding consumer behavior through the integration of science and creativity'.

The first results will be available this summer. Web sites are at www.hartman-group.com and www.gfkamerica.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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