Only by proceeding on an occasion-by-occasion basis can we ever hope to capture consumption in the way that it actually occurs, which is a far cry from the generic "usual" or "average" scenarios so often relied upon in quantitative surveys. The point, here, is not to amass ever greater details, but to enhance our ability to predict behavior by understanding the conditions that shape it.

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The Hartman Group, Inc. is a full-service consulting and market research firm offering a wide range of services and products focusing on the health and wellness markets. Our experienced staff, with diverse, yet complementary backgrounds are experts in providing trade reports, syndicated studies, strategic consulting and customized research. This team has extensive knowledge and experience in marketing, business management, retail anthropology, sociology, nutrition, healthcare management, consumer economics and statistics.