The year was 1975. All across corporate America, a thin haze of cigarette smoke wafted lazily above the brisk clatter of typewriters. Correspondence was delivered by courier or snail mail. In many executive offices, a well-stocked bar was part of the furniture in case you ever needed a drink to work alongside your pen.
It’s a rite of passage. It’s as American as Apple Pie. Growing up, every kid needs to be told to “get off my lawn!” by their old cranky neighbor, at least once.
Metaphorically, this is what happens on a grand scale with each new generational cohort. Young people are labeled “lazy” and “self-centered” by the generation that precedes it. They’re criticized for the way they dress, what shows they watch, and the music they listen to. This is what’s happening currently with my generation, the “Millennials”.
We always hold our breath at this time of year — anticipating the ratings from Impulse Survey. We do not take for granted the journey toward top ratings, nor the fact that clients placed Orman Guidance among the World’s Best Facilities every year since 2001.
But this is a special year for us. We’re a 40 year old company this year. We’re rebranding and rebuilding. It’s a new day at Orman Guidance, and it ain’t your father’s research company anymore, ya know?
Orman Guidance covered the topic of Millennials and co-creation in the context of marketing earlier in 2015. The key takeaway from our findings is that Millennials don’t just want to buy a brand, they want to be a part of it.
We continue to recommend that our clients utilize co-creation in their brand, but we’re not letting them have all the fun. Orman is implementing co-creation in our own best practices. We’ve begun integrating it into our internal consumer engagement process. We aren’t stopping there. We’re using co-creation to attract and retain our employees with uniquely tailored careers.
Last week, Orman Guidance had the privilege of attending Brand Matters, a fantastic speakers’ series focusing on how companies can build a recognizable and worthy brand. The series is offered by our good friends at Yamamoto, as well as the Carlson School of Management and Twin Cities Business Magazine. Orman’s interest in the topic is key due to our ongoing study of consumer engagement preferences and the role that brand plays.
The study of consumer engagement preferences in the context of market research has been an ongoing source of study, exploration, and learning at Orman Guidance since 1975. As we all know, when our consumer outreach efforts do not yield results, market research suffers. Consumers get burned out, and clients feel insecure about the quality of the research findings.
Orman Guidance envisions a better way, a much different modus operandi for market research. We’re getting closer to that vision every day. Here’s a preview.
Today is the birthday of our President & CEO, Rosemary Sundin. Last night, the Orman team got together and made a collage celebrating the things that make her so special. Here is what Whitney Nguyen, Orman’s Facility and Hospitality Manager, had to say:
“Passion [pash-uh n] noun:
1. A strong or extravagant fondness, enthusiasm, or desire for anything:
2. The object of such a fondness or desire:
3. Strong amorous feeling or desire; love; ardor.
Okay, so what exactly is “market research”?
To understand market research, it’s important to know that companies are self-conscious entities that want to know their products and services will be loved by consumers before releasing them into the marketplace. Companies want to be confident in what they’re selling! Market research creates the opportunity for consumers to give their input on products before they hit the stores. Consumers are given a taste of the “batter” before the cake is baked and ready.
Meet Ellie Stropes! Ellie is an up-and-comer on a fast-track at Orman.
She began as an assistant Project Manager last summer and in less than 6 months worked her way up to Lead Project Manager of Consumer Engagement.
In the past, companies used consumers to validate their brand identity. But everything has changed. Orman Guidance Research finds marketers benefitting from the power of the Millennial voice to redefine marketing strategies that co-create a myriad of powerful, shareable messages and experiences.
Changes in marketing research strategy and methodology over the past couple of years place co-creation at the top of the list. It is more than personalizing; co-creation brings customer and company together to produce mutual value. It’s got “win-win” baked right into it.