Tom Rich

Tom is a highly-respected thought leader in the field of qualitative research.  A recognized expert on the application of analytical frameworks and models to qualitative research, Tom is a frequent and sought-after speaker at market research events, and regularly conducts master classes for experienced researchers to help them polish their skills.

Since founding TMR&A in 1996, Tom has conducted hundreds of research projects encompassing thousands of focus groups, one-on-one interviews and online interactions.  Drawing on his many years in brand management at Unilever and Nabisco, Tom takes an approach to his clients’ research needs that is simultaneously creative, strategic and pragmatic. In addition to a strong background in classical marketing and brand management, Tom is well versed in the principles of behavioral economics, and has been applying these principles to his clients’ business challenges since founding his firm.

Tom received a BA in English from the University of Pennsylvania, and an MBA from the Amos Tuck School of Business Administration at Dartmouth College. He received his focus group moderator training from the Burke Institute, and is a member of the Qualitative Research Consultants Association (QRCA), currently serving on that organization’s board of directors.


"Tom’s experience in brand management enables him to provide much more than other qualitative researchers. He blends his strong grasp of consumer insights with an understanding of marketing process and business decision making. This translates into thoughtful and relevant insights and recommendations. Furthermore, Tom’s skills as a moderator are exceptional. His ability to glean information using inventive and creative tactics is masterful."  
Anders Hemphill
Vice President of Marketing
and Brand Strategy
Superior Farms