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Orman Guidance Orman Guidance
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It never fails – whenever I meet a new group of people and we go through the who/what/where bio — once people discover I work in consumer insights, someone invariably asks, “Do my opinions really count?” And I always answer “Yes! Most definitely!

This is especially true with healthcare. Healthcare research impacts each and every one of us. But it makes sense to me that people wonder if their input and opinions really matter, especially when they read the headlines of the day.

In the March 2017 issue of Medical Marketing and Media, Rosemary Sundin, President of Orman Guidance, put another challenge to Pharma to pay attention to the importance of consumer engagement in research and clinical studies. Consumer engagement is job 1 if Pharma desires consistent dialogue to grow the body of knowledge that co-creates life-saving opportunities through research.

Back to your opinions. They really do count! Over my years at Orman Guidance (25 to be exact!), our teams have led research efforts for the Healthcare Industry aided by organizations similar to LifeNet Health. It also included:

Products & Services: Medical Devices, Pharmaceuticals, Healthcare Facilities and Services — the list goes on and on…

Methodologies: Product testing, Communication Checks, Ethnographies, In-Home Use Tests, Taste Tests – this list goes on and on, too!

Geographies: Local. National. International.

Audiences: Clinicians, Researchers, Patients, Caregivers

If you take the example of CRO companies (like Vial – https://vial.com/cro/) that provide clinical research services to medical firms or research specialists, you can see how they make use of participants to conduct their research. So, every time you complete an online survey or offer opinions in a focus group, test a new website, or provide your input on a new product, the results of your participation do tend to provide actionable insights for companies like them who rely on your opinions, experiences, attitudes, and behaviors to make decisions.

It ain’t always pretty – sometimes Orman Guidance uncovers insights and emotions that convey consumers’ frustration and dissatisfaction. And that’s okay! Our research participants trust us, and share deeply with us, because of our highly engaged, transparent approach, and our respect for their privacy. This relationship provides the best path to outcomes that make a difference.

Marketers and Stakeholders: click here to learn more about how Orman Guidance achieves answers to business problems through consumer insights.

Consumers: want Your Opinion to Count in 2017? Click here and let’s get started!

Refer a Vendor

Refer a Vendor

Orman Guidance has been a vendor, aka subcontractor, aka seller, aka supplier…of market research services for a looong time. We grasp the value of professional vendor services and express gratitude to our vendors supporting us over the years – since 1975! So – thank you.

Gaining new leads and sales is not an easy task. When it comes up in conversations, we strive to recommend the services and products of Our Vendors – that’s you. We ask that you help us too! Please let your colleagues know about Orman Guidance for our Refer a Vendor initiative. We’re damn good at what we do.

So, how do you explain “market research?”

Market research consists of the steps that companies take before they execute a marketing strategy. Essentially, they research the “marketing stuff” to improve the “marketing stuff.” Without validation of the marketing materials, businesses might go into a marketing campaign with content that doesn’t speak to their consumers. So, we help businesses connect with audiences. Makes sense now, right?!

There’s a lot that goes into our processes and procedures, such as research design and methodology, qualitative, quantitative, and mixed methods, research data analytics software, data aggregation and triangulation, international vendor management, standardization of the protection of human subjects, data privacy standards…are you still there? 😉 We’re rigorous scientists and academics as much as we are approachable, authentically engaged citizens!

The Orman Guidance SuperSquad.


Everyone from data scientists to market researchers, politicians to pop musicians, has been racking their brains trying to decipher and unravel the Millennials. Now that researchers have uncovered the unique traits of Millennials and their impact on the economic, social, and political landscape, it can only mean one thing…
Continue reading “What We’ve Learned (so far) about Gen Z” »

It’s Monday. And just like the start to every other workweek since email became the preferred method of sales correspondence, I wish I had a nickel for every “cold” email I receive in an average week.

You know the drill — the email solicitation pops in — and when you don’t answer it, sender of said email takes that as a signal to actually badger you — as if the sheer act of sending you the email somehow obligates you to respond. Not to be cranky…

I realize we’re all in “bidnez” to expand our network, make connections, and be of authentic service to one another.
Maybe, though, just maybe…we should narrow our marketing focus to prospects with whom we’ve made a connection that goes beyond the “cold” email.
I’d love your perspective about emails solicitations. Please help me understand how you answer all these unsolicited, email-sales-pitches.


[DISCLAIMER: the author of this post promises not to badger you into offering your opinions, experiences, and perspectives. She’s genuinely looking for ways to make “this” part of the week run more efficiently.]

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…
Continue reading “Project Management Methodology: Ain’t Nothing Like the Real Thing, Baby.” »

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:
Continue reading “Rosemary Predicts the Future” »



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.
Continue reading “Life…Learning…and Succession Planning” »


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.
Continue reading “A No-Nonsense Talk About Teamwork. AKA “We’re all in this together.”” »

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.

Continue reading “Opting-in: The golden rule of market research” »

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.

Continue reading “Don’t shoot the messenger: How Orman Guidance pioneered the Focus Group” »

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