Institute for International Research

5:00 Registration for Main Conference

6:00 Understanding the Mind & the Heart of a Shopper: Examining the Cultural Impact of Shopping

Harvey Hartman, Founder, Chairman & CEO, THE HARTMAN GROUP, INC.;
Author, "Reflections on a Cultural Brand: Connecting with Lifestyles"

Most researchers engaged in shopper insights today focus far too narrowly on specific psychological and physical behavioral aspects of the shopping experience. To remedy the situation, Harvey Hartman – author, business school lecturer and nationally recognized expert on American cultural change and the consumer activities that impact daily business products and services – proposes expanding the boundaries of shopper insights to encompass the full range of consumer attitudes and behaviors that bear on shopping.

Why? Because today's consumers no longer adopt and diffuse products and brands in the old traditional sense. In-store marketing tactics are no longer sufficient to gain brand loyalty.

This presentation will look at the cultural impact of shopping and how it is effecting both today's and tomorrow's shopper. This investigation will identify potential drivers, including an overview of the changing cultural dynamics of shopper insights, and an investigation of the potential drivers of shopping behavior that appear to reside within the household to understand where and how measurable brand-building occurs in the at-home experience.

Don't miss this exciting kick-off keynote session … it will alter the way you think about shoppers and shopper insights studies in the future.

6:45 Conclusion of Kick-Off Keynote