Dr. Shelley Balanko

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  www.technologymarketing.com/bw/content_display/news-and - [Cached Version]
  Published on: 9/7/2008    Last Visited: 9/7/2008  

  "Women like that blend of form and function," said Shelley Balanko, vp- ethnographic research at The Hartman Group, Bellevue, Wash.
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  "Women like that blend of form and function," said Shelley Balanko, vp- ethnographic research at The Hartman Group, Bellevue, Wash.

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  www.mediapost.com/publications/?fa=Articles.showArticle - [Cached Version]
  Published on: 7/31/2008    Last Visited: 7/31/2008  

  "There is still a lot of opportunity to be found but food manufacturers now have to be a lot more judicial in where they put their innovation dollars into going organic," says Shelley Balanko, vp of ethnographic research for The Hartman Group.Consumers are increasingly concerned about hormones and antibiotics in food, she says, which adds to the appeal of items such as organic dairy products.

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  www.foodbusinessnews.net/news/headline_stories.asp?Arti - [Cached Version]
  Published on: 6/24/2008    Last Visited: 8/24/2008  

  Shelley Balanko, senior director of ethnographic research for The Hartman Group, Bellevue, Wash., summarizes much of the current trend in health and wellness in one word — real.
  
  "We really see a trend toward real," Ms. Balanko said."It's about real food, it's about fresh food, it's about authentic products. (Consumers) are not looking for things overly engineered or too scientific.They are just looking for products that are authentic, meaning they are as they should be."
  
  Ms. Balanko also noted there has been a shift in recent years from control, condition management and illness prevention being the main drivers of health and wellness to an overall desire to live the best life possible driving the health trend.
  
  "The trend in health and wellness used to be driven by condition management, and now it's really about a quest for a quality of life," Ms. Balanko said."It's being able to do more things and really enjoy them and not be limited in one lifestyle in any way.
  
  "It's much more of a preventive attitude than a reactive condition management focus, which was characteristic of years past.Really, the overarching motivation is seeking quality life experiences."
  
  As a part of this, Ms. Balanko said consumers are taking a much more holistic approach to health and wellness.
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  "It's more and more about quality, about fun and having a more holistic outlook about what are all the aspects of health and wellness," Ms. Balanko said.

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  www.fengshuitours.com/DisplayNews.cfm?NewsID=1110 - [Cached Version]
  Published on: 8/3/2007    Last Visited: 8/15/2007  

  Aging boomers are generally more aware of the relationship between food and beverage and how they feel physically - according to Shelley Balanko, a researcher with the Hartman Group in Washington state - and they want feelings of vitality rather than foods that make them feel sluggish.

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  www.hartman-group.com/about/bio_shelleybalanko.html - [Cached Version]
  Published on: 3/22/2007    Last Visited: 3/22/2007  

  Shelley Balanko, PhD
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  With a background in applied social psychology, Shelley has an informed understanding of social and cultural influences, group processes, and organizational dynamics.She has experience with a variety of qualitative methods, in particular, focus groups and ethnography.Her research has focused on women's health, sexuality, and empowerment.Shelley has served clients in healthcare, social services, education, technology, manufacturing, and food and beverage.

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  apfoodonline.com/?mid=015&nid=674 - [Cached Version]
  Published on: 10/9/2007    Last Visited: 10/19/2007  

  To market best to baby boomers, food companies need to "support re-invention," according to Shelley Balanko, a researcher with the Hartman Group in Washington state."Let (the boomers) be the expert," she said."Recognise their need for autonomy and independence.Allow them to customise a product, to mix and match."
  
  Subtle Soft-Sell"Speak to them as peers.Make it a subtle soft-sell."Mr Balanko's data reveals that baby boomers are concerned about the effects of food on the body and mind.They claim to avoid trans fats, high fructose corn syrup, dietary cholesterol, highly caloric foods, and "white" foods such as those made with refined flour products or with white sugar.At the same time, they indulge themselves with pomegranate martinis, wine, and chocolate.
  
  Boomers "are seeking adventure through food," Mr Balanko said.

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  www.todaysseniorsnetwork.com/Boomers_Age_Induldge.htm - [Cached Version]
  Published on: 10/2/2007    Last Visited: 10/2/2007  

  To market best to baby boomers, food companies need to "support re-invention," according Shelley Balanko, a researcher with the Hartman Group in Washington state.
  
  "Let (the boomers) be the expert," she said."Recognize their need for autonomy and independence.
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  Boomers "are seeking adventure through food," Balanko said.

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  www.naturalproductsinsider.com/articles/07aug27feat2b.h - [Cached Version]
  Published on: 8/27/2007    Last Visited: 12/15/2007  

  Shelley Balanko, Ph.D.
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  Shelley Balanko, Ph.D., is an ethnographic research manager at The Hartman Group, a leading consulting and market research firm that specializes in the analysis and interpretation of consumer lifestyles and how these lifestyles affect the purchase and use of health and wellness products and services.Their client base includes a number of Fortune 500 consumer packaged goods companies, pharmaceutical firms, and mass and natural food retailers.Dr. Balanko can be reached at shelley@hartman-group.com.
  
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  www.cfig.ca/GIC.asp - [Cached Version]
  Published on: 12/4/2006    Last Visited: 3/14/2007  

  Shelley Balanko of The Hartman Group delivered a very popular analysis entitled Trends in Consumer Food Habits & Preferences
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  Conference highlights included a very popular analysis entitled Trends in Consumer Food Habits & Preferences delivered by Shelley Balanko of The Hartman Group.

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  gardenorganic.org.uk/research/news/story.php?id=1580 - [Cached Version]
  Published on: 11/11/2005    Last Visited: 10/3/2008  

  Shelley Balanko, of The Hartman Group, told FoodNavigator-USA.com at the time that it is no longer the case that if food manufacturers make a product organic, consumers will buy it for that reason alone.

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