Welcome to the HMT ConsumerLab and our research projects!
In essence, the HMT ConsumerLab is a think tank where student researchers supported by industry professionals blend fresh new research with proven market strategies. It is an opportunity for theory to meet practice to understand the cultural and social phenomena driving the future of the health and wellness market. The results will be compatible with the FourFactors Brand Acceleration System and applied in our consulting practices with new and sharper tools to get better targeted innovations faster to market.
Our researchers from Lund University use qualitative methods to deepen market knowledge. While markets have traditionally been understood in terms of numbers; how many are spending how much, ethnographic market research uses methods rooted in anthropology to understand the base drivers of consumers preferences and practices.
As the world of food and nutrition is changing along with its consumers, brands must adapt and find the right ways to tell and channel their stories. Our Gamechanger Trend Report 2020 connects latest trends, consumer drivers and brand storytelling, illuminating the stories you need to tell for brand success in 2020.
Our Gamechanger Trend Report 2019 identified 19 key trends driving the future of the health and nutrition market. Our Cultural Analysts created research projects around key trends in the report in order to create working recommendations for brands and companies seeking to grow their expertise in the field of plant-based meats, cultural heritage and sports nutrition.