Company

The Qualitative Difference, Inc. , was founded in New York in 1987. The company was created as the premier supplier of qualitative marketing research services in the United States. Daniel Oromaner--CEO--was already considered one of the top focus group moderators in the nation, and he had co-created and taught a well-respected moderator training program. Thus, the company name was appropriate.

The intention was (and is) to provide research services that are qualitatively different and superior to the competition. In the course of his training hundreds of moderators, it became clear that as is the case in most professions, there are different levels of competency. While Daniel was often called in for the most challenging focus group and executive interviewing projects, the scope of these assignments was too limited. There was a need to incorporate more of his background and additional services into this fledgling consulting firm.

After a few years in business, naming and branding services were added to the repertoire of the Qualitative Difference. Daniel called upon years of working with brand and product management to design these services. Of course, name generation and name testing were included, as years of creating brand and company names taught him their importance. But brands are much more than their names and their images. Brands are vibrant living organisms that require care and nurturing. Thus, branding and marketing consultations with small, medium sized and large organizations were brought into the fold. Some of these projects required survey research to confirm qualitative findings, so those services were added.

In the past few years, located in the Phoenix and Denver metropolitan areas, functions that support a brand--including graphic design, copywriting, website development and advertising--were added to the firm's offerings through our strategic partner, Tate Design Group. In this way, The Qualitative Difference, Inc. has achieved some measure of vertical integration, and can provide the highest quality branding, marketing, market research and marketing communications services.

As the company approaches twenty-five years in business, it is still growing and evolving. Nevertheless, the mission and intent have never wavered. We are dedicated to making a qualitative positive difference in your organization!