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!
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.
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.
Continue reading “The Orman Story” »
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.
Continue reading “Co-create your job at Orman” »
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.
Continue reading “Brand Matters” »
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.
Continue reading “We are all nuts” »
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.
Continue reading “Co-creation the Millennial way” »