The resulting report, to be entitled Future Buy: The New Shopper Value Paradigm, will seek to explain to marketers, brand owners and retailers how they can remain relevant to consumers, beyond cutting prices.
Founder, chairman and CEO of The Hartman Group Harvey Hartman said: “With the blurring of channels, some traditional retail venues are losing relevance as shoppers’ needs, desires and tastes change. Our focus is to bring clarity and a new level of strategic understanding to what is now commonly referred to as shopper marketing.”
Senior vice president and director of innovation at GfK Custom Research North America Mike Kassab said: “Through this new alliance, we will offer a unique approach to understanding consumer behavior through the integration of science and creativity and help companies deliver winning innovation at the retail level.”
The report is due to be published in the summer.