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.
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.