Category Archives: Orman Guidance

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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Jane-Burns

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

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

 

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?
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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.
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Brand Matters

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.
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