Project Management
Oooh, I got memories to look back on, and more than 2,000 client company relationships to ponder and savor. Hopefully you’ll read on about how passionate we are at Orman Guidance to innovate marketing research to achieve insights that live beyond the data. Been groovin’ and improvin’ on that theme since 1975.

Now in our 5th decade of service, and, more than 10,000 projects later, the most important thing we learned is…
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The Future

“My interest is in the future because I am going to spend the rest of my life there. ”
–C.F. Kettering

As independent market researchers who are passionate about bringing forth insights that live beyond the data, Orman Guidance persists in focused analyses of consumer behaviors and attitudes in industries, such as healthcare, education, finance, transportation. Companies who possess Orman’s full-bodied reports say they are better positioned for profitable scenarios because they arise from in-depth Research & Guidance studies of consumers’ desires.

Our President, Rosemary Sundin, recently sat down with Minnesota Business Magazine to highlight eight industry mega-trends for 2016. Here’s a preview:
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This summer, Orman published its second annual “Open Letter” on our Glassdoor page. If you’re familiar with it, you know that the Open Letter essentially serves as a public “State of the Company” address: a review of past successes and failures in addition to unavailing plans for the future.

Our President, Rosemary Sundin, wrote and published our first Open Letter on October 1st, 2014.

More than a year later, it’s not just Orman that’s utilizing the Open Letter as a tool to effectively communicate to clients, team members, and prospective employees. After learning its benefits, other companies in a variety of industries are writing their own Open Letters. This is a direct result of Glassdoor account managers who, impressed by the valuable transparency an Open Letter provides, began recommending the initiative to other clients.

Suffice to say, the Open Letter is catching on.
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Needless to say, I was terrified the first time I encountered her back in 1988. I thought of her as the First Lady of Orman Guidance. She could pierce a sizable pile of research methodology and pull out every misplaced comma. She was a highly skilled moderator and researcher. And when it came to her employees, she was not short on, a-hem, constructive criticism.

M. Jane Burns was Al Orman’s 2nd business partner and eventually Al Orman’s 2nd wife. Last Friday evening at her home, with her hand in Al’s, Jane passed away. She was 95 years, 7 months, and 31 days old.
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Over my many years at Orman Guidance I’ve tried (with varying degrees of success and learning) to bolster the principle of teamwork. Now, with over a quarter century of my life’s work in the rearview mirror, here’s my take on what it takes to make Teamwork, well, work.
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Rico Mace officially began his tenure as CEO of Orman Guidance in August 2015. He started as an interim director and advisor and then became a permanent fixture as Director of Strategic Planning. Within 9 months, Rosemary invited him to a business partnership and the CEO seat.
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As market researchers, our first duty is to protect and promote the interests of consumers. Whether it’s promoting consumer preferences in the marketplace or defending the right to be left alone from telemarketers, Orman Guidance greatly values its role as a consumer advocate.

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Orman Guidance Consumer Insights Services


When you hear “Market Research”, what comes to mind?

One way mirrors.

Inquisitive moderators.

Perhaps the television series Mad Men. (We hate to break it to you, three cocktail lunches are no longer in vogue.)

And…what likely comes to mind is focus groups; the quintessential form of qualitative market research. If you haven’t been in one yourself, you probably know someone who has.

At the core, focus groups are discussions among consumers on a product or service led by a trained moderator. Focus groups affirm or challenge consumer attitudes, behaviors and preferences about products, services, packaging, messaging, and so on.

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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.
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Orman Guidance Market Research Participant

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”.
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