Consumer Shopping Habits for Wellness and Environmentally ...
Consumer Shopping Habits for Wellness and Environmentally ...
Consumer Shopping Habits for Wellness and Environmentally ...
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What important similarities <strong>and</strong> differences do consumers find across various channels<br />
(Club, Mass, Specialty, Mainstream Grocery, Specialty Grocery, Mainstream Drug, <strong>and</strong><br />
Specialty Drug)?<br />
Focus Area: Product Categories<br />
What are the top H+W categories, items <strong>and</strong> services?<br />
In what categories are natural <strong>and</strong> organic most important to consumers?<br />
Category explorations, including but not limited to<br />
o Functional beverages (includes energy drinks)<br />
o Personal care categories including hair care, oral care, eye care, skin care,<br />
cosmetics, feminine care, <strong>and</strong> shaving<br />
o Infant hygiene <strong>and</strong> children‘s toiletries<br />
o Vitamins <strong>and</strong> other supplements<br />
o OTC<br />
o Home cleaning<br />
o General merch<strong>and</strong>ise categories including publications, plant <strong>and</strong> garden care,<br />
sporting equipment, pet supplies, <strong>and</strong> toys <strong>and</strong> games<br />
Economic Recession<br />
In addition to the above focus areas, we also made some inquiry, both qualitative <strong>and</strong> quantitative,<br />
into the nature of the current economic recession as that issue became increasingly important over<br />
the course of the project. We report on this at the end of Chapter 2.<br />
Research Approach <strong>and</strong> Methods<br />
General Approach<br />
For the research phases of this project, we combined two well-established research approaches:<br />
Qualitative research, specifically here as ethnographic consumer research (in-home, instore,<br />
<strong>and</strong> group interviews)<br />
Quantitative research, as implemented through st<strong>and</strong>ard on-line survey methods<br />
These two approaches were rolled out sequentially, with quantitative research beginning as<br />
qualitative research was concluded. Analysts specializing in one or both approaches collaborated<br />
throughout research <strong>and</strong> analysis processes.<br />
Qualitative Research<br />
The Hartman Group conducted primary qualitative research utilizing traditional anthropological<br />
ethnography <strong>and</strong> complementary methods that allow us to observe <strong>and</strong> converse with consumers in<br />
their most ―natural‖ settings, such as their homes. Unlike focus groups or office interviews, which<br />
place participants in unfamiliar, contrived settings that discourage meaningful feedback, our<br />
approach puts consumers in their natural environment, allowing them to behave more as they would<br />
in the course of their normal activities <strong>and</strong> routines. This is especially important when gathering<br />
in<strong>for</strong>mation on sensitive subjects.<br />
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