sustainability and the us consumer may 21, 2010 | iteration 1

Sustainability and the US Consumer

May 21, 2010 | ITERATION 1

2Sustainability and the U.S. Consumer: Sustainability Consortium, © 2010 The Hartman Group, Inc

Understanding Consumers Perspective

Executive Summary

CHALLENGE

The Sustainability Consortium is charged with developing Sustainable Measurement and Reporting Standards for the reporting of sustainability information in consumer packaged goods in the areas of home and personal care, electronics, and food, beverage and agriculture.

A clear gap exists between the scientific perspective of sustainability and the consumer’s understanding of sustainability.

There is a need to understand the consumers’ knowledge of sustainability to direct consumer education and marketing communications to better close the gap.

GOAL

The Hartman Group’s goal is to work collaboratively with the Sustainability Consortium to (a) better understand consumer attitudes and knowledge towards the environmental and social impacts of previously identified “hotspots”; (b) identify additional sustainability issues or “hot buttons” from the consumer’s perspective; and (c) identify strategies for influencing consumer behavior around sustainability.

APPROACH

The Hartman Group suggests a two-phased approach:

PHASE I) Following a review of our previous research regarding all aspects of consumer perception and behavior around issues of sustainability, we will conduct ethnographic research in two markets (TBD) with 30 consumers, including both in-home interviews and social networking parties with consumers in each market.

PHASE II) Building upon our prior intellectual capital and key findings from Phase I (ethnographic research), we will quantify and extend our findings through a nationally representative survey of primary shoppers (n=3,000). Included here are subsamples of recent purchasers of home and personal care, electronics, and food, beverage and agriculture. A total of n=1,000 will be collected for each product sector equaling to a total sample size of 3,000


About The Hartman Group

The Hartman Group, Inc is a full-service consulting and consumer insights firm specializing in Sustainability research to support the successful development and marketing of foods, beverages, personal care products, toys, electronics, fitness products and other household goods and services.

We provide a human-centric approach for insights & action, studying people in their natural environments — their homes. their stores. their lives.

Founded in 1989, we are a full-service consulting and consumer insights firm. Our experienced staff has doctorates in anthropology, sociology and psychology as well as extensive backgrounds in ethnography, statistics, semiotics, and marketing. The Hartman Group is uniquely positioned to help you develop a deeper understanding of consumer shifts occurring today. Our intellectual capital on Sustainability will greatly aide us in this research and will provide key benchmarks to help shape this study.

For more on The Hartman Group, see the appendix


The Hartman Group Background in Sustainability

Beginning with research in the so-called “green” marketplace in the late 1980s (remember that era?), The Hartman Group has tracked consumers’ evolutions, behaviors, and aspirations at the intersection of environmental values, social responsibility and sustainability for more than twenty years

The Hartman Report on Sustainability, published in 2007,was the first consumer research report to identify and dimensionalize the cultural political and attitudinal shifts driving consumer interest—or lack thereof(!)—in sustainability

In January 2009, we published a follow up study, Sustainability: The Rise of Consumer Responsibility. Here we examined in much more exacting detail product categories tied to companies’ social responsibility and sustainability objectives. With some notable exceptions, we generally found that consumers are more attuned than ever to living responsibly and seeking products and companies whose sustainability values reflect their own.

Our expertise has enabled us to consult with a wide range of businesses, cooperatives, academic programs and trade groups on all matters sustainability.

Most importantly, while our research approach is informed by both classic and more contemporary social science methods, we always maintain an unwavering focus on both the consumer, as well as the larger cultural worlds we all live within


20 Years of Sustainability

This foundation of intellectual capital will allow us to “hit the ground running” and continue with the trajectory of our work—as opposed to rediscovering the world anew


Consumers Frame their Evaluations of a Company or Brand Using Dimensions of Responsibility

Each zone has its own set of dimensions of responsibility

Resource consumption

Biodiversity

Waste disposal

Employment practices

Community involvement

Fair trade

Animal welfare

Profitability

Ownership

Money circulation

Household finances

Personal protection

Belonging/feeling good

What I valueWhat I know

What I choose to do

Consumer Lens

Sustainability Continuum: The Adoption Pathway of Specific Product Sectors

Project Objectives& Approach

01


Problem Statement and Project Objectives

To examine consumer understanding and attitudes towards environmental and social impacts associated with consumer packaged goods in three specific product sectors—home &personal care, electronics, and food, beverage &agriculture.

• Understand consumer perceptions and behaviors around environmental and social “hotspots”

» Develop a deep understanding of “hotspots” throughout the life cycle of consumer packaged goods

» Identify the trusted sources for information on “hotspots”

• Identify consumer attitudes to environmental and social “hotspots”

» Assess how important consumers feel sustainability is, how motivated they are to act and discover the reason behind their motivation

• Identify additional sustainability issues from a consumer’s perspective

» Identify other “hot buttons” for consumers and understand how the motivated they are to act upon them.

• Identify strategies for effectively changing consumer behavior

» Discover how consumer behavior can be most effectively influenced and changed along the dimensions measured in the previous objectives

» Examine why the findings exists and how consumers can most effectively be shifted


Research Questions

To deliver on the research objectives, we will explore a range of topics qualitatively and quantitatively. Potential areas of discussion:

Dimensions of Consumption: Probe relevant dimensions of consumption within the world of sustainability across three specified categories. Is sustainability a primary or complementary motivator of purchase? What are the product adoption pathways? Do these pathways differ by category

Awareness: How much do consumers know about identified “hotspots”? How aware are consumers of sustainable options? Identify mechanisms which best raise awareness

Language: Probe affinity of sustainability and responsibility language. What does the word mean? Are there other ideas or nomenclature for describing it? Which language or concepts best reinforces sustainability as a point of difference that resonates with consumers? Simpler living? Greater good? Partnership? Community? Resource preservation? Local? Organic? How does this vary culturally, geographically?

Zones of Responsibility: What zones are most important? Economic, Social, Environmental? How does personal benefit come into play ? Which dimensions are most relevant to consumers: workers’ rights (i.e. fair wages, safe working conditions, support of indigenous communities) vs. environmentally safe processing methods (i.e. no chemicals or pesticides)? What are the “hot button” issues?


Research Questions (Continued)

Certification: What is the role of certification ? Who does it best? How do retailers certify sustainable products?

Carbon footprint, “food miles”: Do consumers understand it? Is it even important?

Pricing expectations: Are consumers willing to pay more for sustainable benefits? How much? How is the current economic climate affecting their evaluation of sustainable practices?

Information Sources: How do consumers learn about sustainability, if at all? What are the main channels of communication? How do they want to receive information? How much do they trust sources of information ? Which sources do they find most trustworthy?

Communication: What are the most impactful messages and marketing vehicles to influence their decision making process? How can they be communicated in an authentic and transparent manner as possible?

Competitive Benchmarking: How do consumers determine if a product is sustainable? Are there product examples that communicate it more effectively than others?


Project at a Glance

Data-Mining + Ethnographies

First, we’ll leverage existing data sources, intellectual capital and experience from the Sustainability Consortium and Hartman teams to inform hypotheses and areas to explore further. Then we will conduct 5 Stakeholder Interviews, as well as 5 One-on-One Ethnographies and 1 Social Networking Party (SNP) in each of 2 markets (TBD) for a total of 20 consumers.

• In-home interviews will explore “hotspots”, “hot button” issues, attitudes and adoption pathways in the three product sectors, including a mix of ‘green’ and mainstream in each market

• Social Network Parties will explore barriers and motivations, and test possible marketing messages and approaches.

Survey + Final Deliverable

Utilizing and building upon the ethnographic research phase, we will quantify and extend our findings through an online survey of n=3,000 reflecting the national market of Primary Shoppers including a subsample of n=1,000 in each of the 3 product sectors

• Survey will discern knowledge and attitudes about environmental and social impacts of consumer packaged goods in the three product sectors

• Primary Shoppers (comprising ~65% of adults 18-74) will be recruited so as to achieve a proper demographic and geographic balance to enable accurate weighted estimates for the total obtainable market

PHASE I

Review of previous THG research

Stakeholder Interviews

Ethnographic research and fielding

Weeks 1- 5

PHASE II

Development and fielding of survey

Analysis + Final Deliverable

Weeks 5-12

Relevant Hartman Group Intellectual Capital to Leverage

Emerging Sustainability Values (intersections with natural, wellness and environment)

• Sustainability Syndicated Studies: 2007, 2008, 2010• Beyond Natural/Organic, 2010• Wellness Lifestyle Insights, 2005 – 2010• New Value Paradigm: Theatrics of Thrift• Private Label 2010

Key Strategic Frameworks• World of Sustainability• World of Personal Care• Culture of Food and Beverages

Proposed Studyand Methodologies

02


Phase 1: Qualitative process and methodologies STAKEHOLDER INTERVIEWS

Stakeholder interviews are semi-structured, one-on-one telephone interviews which can provide rich sources of research insight.

These interviews:

• Deliver strategic and tactical insight from experienced client perspectives

• Explore existing information and knowledge that may not be captured in tangible data

• Potentially uncover new need gaps

• Ensure that the consumer research questions are precisely defined

• Generate a comparative analysis between contractor and consumer communications

• Create directional guidelines for messages that sell, tell and fail

We will conduct 5 Stakeholder Interviews

Specific individuals and criteria TBD with The Sustainability Consortium


PHASE 1: Ethnography

Why ethnography?

Ethnography is a critical market research tool to:

• Understand the gap between aspiration and behavior through direct observation in consumers’ lived environments

• Provide brand strategy work with the most consumer-centric grounding possible

• Develop accurate messaging/communications for contemporary brands

• Optimize custom surveys so that they ask the right questions with the right language


PHASE 1: Qualitative process and methodologies ONE-ON-ONE ETHNOGRAPY

There are many things people seldom talk about (at least not openly), or that only manifest themselves after intense discussion, particularly as related to innate perceptions and consumption experience. Therefore, we carry out in-depth interviews where a trained ethnographer talks with consumers in detail using a discussion guide. The interviewer gives the participant enough space to express his/her opinions and leads the discussion flexibly along pre-structured topics and by asking target follow-up questions and probes. Mutual trust between the interviewer and the participant develops, enabling them to talk openly about difficult questions or “hard to articulate” desires and needs. Additionally, it allows our researchers to uncover more tacit, underlying perceptions, beliefs and emotions.

We will interview homeowners in their homes, including a mix of consumers who are:

• Highly engaged in sustainability and green concerns through many product and lifestyle categories (2/5 in each market)

• Those who are less engaged in sustainability, more representative of mainstream consumer and with different motivations to purchase sustainable products (3/5 in each market)

5 In-home Interviews in 2 locations: TBD

Total = 10 participants for 12+ hours of interviews


PHASE 1: Qualitative process and methodologies SOCIAL NETWORK PARTIES

A Social Network Party (SNP) is an informal gathering (all of whom are known to one another as part of a social network of friends) at a participant’s home or local casual establishment (e.g. coffee shop).

The intent of SNPs is to create casual, natural conversations between consumers to allow them the greatest opportunity to tell their stories, explain their behaviors, and compare knowledge. We purposefully keep the groups to small sizes in order to go broader and deeper on topics of interest. Over the past 12 years, we have found this technique also decreases the possibilities for heightened performance and pressure to respond in socially acceptable ways (i.e. this technique creates a more honest and clean set of variables and responses).

This storytelling framework allows our analysts to conduct language, imagery, and symbolic analysis in order to generate holistic and relevant messaging and communications themes and recommendations.

We will conduct a total of 2 SNPs, each party will have 5 participants. Total = 10 participants


PHASE 1: Qualitative process and methodologies SOCIAL NETWORK PARTIES (continued)

During the parties we will introduce product stimuli that makes it easier for participants to discuss their intangible desires and aspirations via tangible materials. We will also conduct “house tours” after each party to explore cupboards, pantries, refrigerators, etc.

We will use these SNP’s to engage mainstream homeowners with an interest in audits and/or retrofit projects, but who have not made a purchase. This setting will enable revealing discussions of:

• Actions and activities they think of as connected to retrofitting

• Perceived barriers and the appeal of test messages

• The viability of neighbor-to-neighbor marketing

We will conduct a total of 2 SNPs, each party will have 5 participants. Total = 10 participants


PHASE 1: Qualitative process and methodologies VIDEO DOCUMENTATION (optional)

Our in-house video team delivers an inspiring way to identify with consumers through captivating and entertaining videos. Staying true to ethnographic research methods, we use compact equipment that enables us to document consumers naturally in their environment. Our ethnographic approach allows for a natural, more relaxed relationship to develop between the consumer and researcher, rather than a forced performance environment.

We capture moments of life as they happen, when they happen so we can tell you why they happen.

Two options for video delivery:

1. The first option is to receive unedited, raw video from the consumer interviews (we are able to videotape all in-home interviews and observations, but unable to videotape the shop-and-talk tours). This video will be delivered in DVD format one week after research fielding is complete.

2. The second option is for our team to use sophisticated editing software to build video clips that illustrate the most profound moments found in the field. These clips will be embedded in the PowerPoint deliverable and will be approximately 10 minutes in total length.


PHASE 1: Participant screening and recruiting criteria

We will recruit consumers who are articulate, creative and reflexive in thinking about broad issues as well as the nuances of their own behavior. We will create a well-designed screener to identify these individuals as well as incorporate a more open-end approach that allows for us to pre-interview each consumer by phone and in more depth prior to the invitation for participation. Our in-house recruiting department consists of very experienced recruiters who use well-developed screeners to isolate the right respondents. We typically contact 30-40% more consumers than are actually recruited for each study, allowing us to find the most appropriate participants.

We recommend that all participants for the consumer research meet the following basic requirements in addition to any specific criteria that The Sustainability Consortium suggests:

• Primary shoppers for household

• Minimum education, high school graduate, to ensure more articulate participants

• Minimum household income of $40K annually to ensure price is not the sole and overriding factor in decision making

• Both females and males ages 25-60

• Variety of household sizes

• Acceptable scores on the Hartman Group articulation and creativity screeners


PHASE 1: Consumer HomeworkCONSUMER COLLAGE

The Hartman Group will collect all consumer collages and artifacts and provide them upon completion of the analysis phase.

Collages allow consumers to express their thoughts and associations with topics (concepts, brands, lifestyles, categories, activities, etc.) through both images and words. They provide insight into consumers’ lives that may not be fully revealed by interviews alone. In our analysis of these collages, we examine sources, choices, details and juxtaposition of images and text.

We recommend engaging participants in a homework assignment prior to field research structured around creating collages and collecting artifacts• They will provide information on their perceptions, attitudes and

behaviors toward “sustainability” as it relates to their retail and personal experiences, along with relevant “symbols” that they aren’t always able to articulate.

• In addition to documenting them visually, consumers will be asked to explain why they choose those symbols.


PHASE 2: Quantitative process and methodologiesSAMPLE DESIGN

We recommend using an online survey for this phase with a total sample of 3,000. Consumers will be recruited for US Census balance on key demographics to ensure a completed, weighted sample reflecting the target population of homeowners.

According the conventions of probability sampling, this set of survey respondents will enable overall estimates with a sampling error of ±2% at the 95% confidence level. This sample will also be robust enough to enable breaks by:

• Age cohort, household income, Census region and other relevant demographics

• Those who have purchased within in at least one of the three product sectors within the past 6 months.

Total n=3,00 participants, reflecting Primary Shoppers, with an estimated incidence of 65%.

S A M P L E M A K E U P

Primary Shoppers

Home & Personal Care Buyers

Electronics Buyers

Food & Beverage Buyers


Quantitative process and methodologiesQUESTIONNAIRE DESIGN AND DATA COLLECTION

Specifications:

• The survey will be fielded online

• The questionnaire will be approximately 20-25 minutes in interview length

• The research objectives outlined earlier will be the basis of the questionnaire design, with survey questions/topics likely to include:

» Attitudes and knowledge of sustainability “hotspots”

» Attitudes and knowledge of “hot buttons” identified in the qualitative phase

» Consumers’ values and needs relevant to sustainability and product sectors – what is important to them, how would perceptions and motivations to act change if more sustainable practices were implemented

» Motivations and barriers to purchasing sustainable goods

Interview length will be approximately 20-25 minutes, fielded online.

» Sources used to gather information on sustainability and trust of those sources

» Behavioral metrics including retail channels visited and

product purchase behaviors

» Demographics


Quantitative process and methodologiesCONVERT DATA TO ACTIONABLE INSIGHTS

The data file will be reviewed and cleaned prior to performing tabulations and analysis

• Remove records with multitude of refused responses

• Remove records with “straight-lined” answers

Banner frames will be developed with input from The Sustainability Consortium to facilitate future internal reporting and analysis

• Up to 2 sets of banners

The data will be explored and analyzed in order to help The Sustainability Consortium understand and communicate opportunities consumers attitudes and knowledge about identified “hotspots” and “hot button” issues.

Analysis will be driven by The Sustainability Consortium’s objectives, and guided by the qualitative research conducted in tandem, as well as by The

Hartman Group’s expertise in consumer trends and sustainability


Scientific Value of Research

The Hartman Group has over 18 years of research experience within (a) the broader world of sustainability and (b) the more specific arena of sustainability as applicable to consumers everyday lives

Select findings from our 2009 sustainability study include:

• Consumers are increasingly think of sustainability in terms of “responsibility”

• Consumers rarely understand many industry-led sustainability initiatives, for in most cases consumer perspectives on sustainability begin within the body, before moving into the household and later into the larger community

• An awareness of personal responsibility is required before consumers undertake sustainable behaviors

• Consumers prioritize differently as they evaluate environmental, social, or economic issues connected to product purchases

• Importantly, consumers evaluate sustainability differently by product category, and often those categories are defined by the consumers as opposed to the industries

We believe that the proposed research will fill several important gaps in our existing knowledge

• We will get the opportunity to explore how consumers think about sustainability throughout the full life cycle of CPG’s

• We will have the opportunity to identify the most effective pathways toward changing consumer behavior• This is an area that has previously received less emphasis within our work

• Most importantly, we will have the opportunity to explore in greater detail how sustainability attitudes and behaviors vary across three primary categories

• Personal Care

• Electronics

• Food, beverage and agriculture


Project Management

The day-to-day project management of the study is handled by the lead analyst and a dedicated project manager and supported by the project team.

This team manages the timeline, recruiting process for the qualitative research phase and vendor management for quantitative research phase. Additionally, the team ensures the quality control for the project.

For the quantitative component of this study, The Hartman Group has a list of high quality vendors that we work closely with to ensure representative sample and quality respondents.

These vendors are selected based on quality, price and expertise.

Once the project has been signed, The Hartman Group selects the best vendor for the project that can best meet the needs and requirements of the study.

Deliverables03


Project deliverables

Deliverables include:• Participation in project kick-off• Weekly progress reports and status update calls • All questionnaires, screeners and discussion guides, with revisions• Comprehensive management of all research planning and execution • Copies of all video and audio recordings (if video option is chosen)• Presentation of findings TBD

The final deliverable from this project will be a high-impact PowerPoint focusing on the project objectives and research questions. The report will include an executive summary and detailed findings with strategic recommendations. Each recommendation will include backup research presented in a straightforward fashion, which will include a sophisticated combination of key visuals, audio archives with integrated consumer interview clips.

As appropriate, we will include the following types of presentation elements:• Behavioral models to understand the lifestyles of the target consumer• Maps to outline the thought processes (e.g., decision-making) of consumers• Language analysis to identify appropriate messaging and communications


Additional Deliverables

Complementary receipt of Hartman Group Sustainability Syndicated Studies:

2010 New Era of Marketing Sustainability (released September 2010)

2008 Sustainability: The Rise of Consumer Responsibility

2007 The Hartman Report on Sustainability: Understanding the Consumer Perspective

All three of these studies are consumer and shopper insights research with both qualitative and quantitative findings related to topics such as today’s definition of sustainability, evolved consumption practices, and communications expectations and experiences. The total value of these three studies is $45,000.

Please see separate overview document for 2010 study and Hartman website for 2007 and 2008 study overviews and details.

We ask that these reports only be shared with the consortium and not widely distributed given potential client overlap.

http://www.hartman-group.com/publications/reports/sustainability-the-rise-of-consumer-responsibility

http://www.hartman-group.com/publications/reports/sustainability-the-rise-of-consumer-responsibility

http://www.hartman-group.com/publications/reports/the-hartman-report-on-sustainability-understanding-the-consumer-perspective


Qualitative deliverablesExample: LOOK INSIDE THE REPORT

Our qualitative research generates rich, in-depth results that lay out our findings as a narrative, highlighting recommendations on key opportunities with highly visual data synthesis

Fig. 02 Decision trees

Fig. 01 Adoption pathways and analysis

Fig. 03 Neurolinguistic mapping


Quantitative deliverablesExample: LOOK INSIDE THE REPORT

Every quantitative research project we undertake provides business intelligence, delivering clear call-outs of strategic insights and recommendations

Fig. 02 Messaging preferences

Fig. 01 Segmentation analysis

Fig. 03 Attitudes and usage analysis

Project Cost and Terms04

34Title of Proposal : Client Name © 2009 The Hartman Group, Inc

Project timeline

Project Milestones (by week)

Wk 1 Wk 2 Wk 3 Wk 4 Wk 5 Wk 6 Wk 7 Wk 8 Wk 9 Wk 10 Wk 11 Wk 12

Phase I: Stakeholder interviews, data-mining, recruiting, discussion-guide creation/revision, fielding

Stakeholder interviews

X X X X X

Phase II: Quantitative survey construction/revision, fielding, and analysis X X X X X X X

Final Deliverable and Presentation X

Survey fielding

Ethnographic fielding

Recruiting and DG creation


Project cost and terms

Phase 1. Stakeholder Interviews, Data-Mining + Homeowner EthnographiesDesign, fielding and analysis $47,500Consumer recruiting and incentives $11,100Phase 1 Total $58,600

Video capture and editing (optional, option 2) $15,000

Phase 2. National Homeowner Survey + Final DeliverableSurvey design, analysis and integrated reporting $40,000Survey fielding, including consumer sample of n=3,000*(@65% incidence), incentives, programming and hosting $25,200 Phase 2 Total $65,200

TOTAL PROJECT COST (not including video deliverable) $123,800

Travel will be billed at cost. Estimated at $10,000 for qualitative research fielding (will be $5,000 less if Seattle is chosen as one location).

* Sample costs depend on targeting adult consumers with an incidence of 65%

Terms are 50% upon project acceptance and 50% upon project completion (including estimated additional charges).


Sustainability and the U.S. Consumer

Data aggregation, fielding, analysis and reporting $ 123,800

Hartman Syndicated Studies on Sustainability (2007, 2008 and 2010) $ 45,000 NC

Total Project Cost $ 123,800

Note: Travel and presentation fees for in-person delivery will be negotiated and billed separately and at cost to The Sustainability Consortium.

Terms are 50% due at project acceptance and 50% at project completion.

Project Cost and Terms

Approved By:

Signature __________________________________________

Date _____________________________________________

Name (Please Print) _________________________________

PO or Invoice Number _________________________________

Please sign and fax to 425-452-9092, attention Michelle Barry

About The Hartman Group:Project team bios

A P P E N D I X

01


Qualitative leadership

Kirk Cornell, Ph.D., Senior Director, Strategic Insights

With a background in Business Anthropology, Kirk has done extensive research on the cultural environment of contemporary business. He brings a process and systems-oriented approach to understanding consumers and their shopping orientations and behaviors. Kirk has a PhD in Business and Industrial Anthropology from Wayne State University.

Shelley Balanko, Ph.D., VP, Ethnographic Research

With a background in applied social psychology, Shelley has an informed understanding of social and cultural influences, group processes and organizational dynamics. She has served clients in healthcare, social services, education, technology, manufacturing, and food and beverage. Shelley has a Ph.D. in Social Psychology from University of Windsor.


Qualitative leadership

June Jo-Lee, Senior Director, Strategic Insights

Internationally trained, June has worked in creative and strategic agency planning and focuses on the ethnographic interpretation of the culture of food and its relation to health, identity, taste and desire. June has an MA in East Asian Studies from Harvard and an MA in Korean Studies from Yonsei University.

Greg Prang, Ph.D., Senior Ethnographic Analyst

Greg applies his 12 years of international research and instruction in anthropology to understanding the culture of consumption and the interface of consumer choice and sustainable development. Greg has a Ph.D. in Sociocultural Anthropology from Wayne State University.


Quantitative leadership

David Feit, Senior Director, Quantitative Research

David’s background includes both academic and a business-centered explorations of cuisine, retailing and the culture of consumption. David has delivered insights to guide brand strategy, advertising and product development. David has a BA from Princeton University.

David Moore, Ph.D., Senior Director

With over 15 years experience in statistical consulting and applied research, including sampling, multivariate analysis, event history modeling, and demographic methods, David oversees the statistical analysis of consumer attitudes and behaviors with respect to health and wellness. David has a Ph.D. in Sociology from the University of Washington.


Quantitative leadership

Brent Baxter, Ph.D., Senior Quantitative Research Associate

With over 15 years experience in statistical data analysis, Brent has conducted applied research as both a research scientist and consultant. Brent has a Ph.D. in Sociology from the University of Washington.

Michelle Mazur, Ph.D., Quantitative Research Analyst

Michelle brings substantive and diverse research experience from the fields of communication and psychiatry and is experienced in conducting online survey research, experiments, content analysis, and focus groups. She has a Ph.D. in Communication from University of Oklahoma.


Hartman Group Sustainable Practices

The Hartman Group strives to protect the environment and be a socially responsible employer. To this end we promote the following sustainable practices:.

CFL BulbsTHG is switching to CFL bulbs as the current supply of incandescent bulbs runs out.

Paper & Plastic dishes and utensilsTHG furnishes reusable utensils, plates and cups for employee use. Employees may also bring their own set of dishes and utensils to keep in their desks. Dishwashing detergent is located in the kitchens. The use of disposable plates, cups and utensils is discouraged.

RecyclingTHG encourages everyone to recycle paper and cardboard in the recycling boxes. Everyone should have a trash can and a recycling box. If you don't, contact the Office Administrator.

Reducing Paper UseTHG encourages employees to use and maintain a recycled paper tray in printers that have multiple paper trays. Set your printer software on your computer to use the recycled tray as the default. Also, use the “print handout” feature on Power-point to reduce paper usage.

Green Commuting: The company encourages carpooling and the use of public transportation (Flex pass use) in an effort to be more sustainable commuters. For bike commuters: The Company does not have access to showers at this office, but the company encourages employees to store bikes in your office/hallway, if reasonably clean.

Donating Project ArtifactsThe company supports the donation of unused consumer products at the end of each project. Project leads should collect unused consumer products at the end of each project. The office administrator will locate a charitable organization for donation.

Fair Trade ProductsTHG will work toward buying Fair Trade Organic coffee for company use. Organic FoodThe company makes a point of purchasing organic Fruits and Vegetables. Allowing for Community InvolvementEmployees are allowed 20 hours of paid volunteer time off annually

THE HARTMAN GROUP, INC1621 114TH AVE SE, STE 105 BELLEVUE, WA 98004TEL (425) 452 0818 FAX (425) 452 9092

HARTMAN-GROUP.COM

sustainability and the us consumer may 21, 2010 | iteration 1

Documents

sustainability research

sustainability consortium

issues of sustainability

consumer behavior

us consumer

consumer attitudes

consumer insights firm

consumer packaged goods