"The study of people in their natural environment is, The Hartman Group [3] believes, the future of marketing," explains a Seattle Post-Intelligencer story. So this market research firm, which has worked for Whole Foods, PepsiCo [4] and Campbell Soup Company, has sent two sociocultural anthropologists into a private home for up to nine months, to "observe the family's eating habits." This new approach - called "reality marketing" - will fill "an enormous void in the intellectual capital of the entire industry," said The Hartman Group's Michelle Barry. Pepsi's vice-president of consumer and customer insights, Dwight Riskey, agrees. "This generates a richness that we wouldn't get from standard techniques," he said. The Hartman Group's CEO, Harvey Hartman, stressed the importance of observing one family over time: "The fluidity of life is the power behind reality marketing."