Tom Rich is one of the most respected practitioners in the field of qualitative research. Since founding his business in 1996, he has conducted thousands of focus groups, one-on-one interviews and online interactions for clients in nearly every industry. Drawing on his many years in brand management, Tom takes an approach that is simultaneously creative, strategic and pragmatic.

A recognized expert on the application of analytical models to market research, Tom is a frequent and sought-after speaker at industry events and regularly teaches master classes for experienced qualitative researchers to help them hone their skills.

Tom boasts an extensive background in brand strategy, consumer behavior and shopper insights — skills he developed while working for companies that include Backer & Spielvogel Advertising, Nabisco, Tambrands, and Unilever.  This background gives Tom a unique skill set among qualitative practitioners, and allows him to structure research and analysis around the tactical and strategic decisions that will be made as a result of the research.

Tom received a bachelor’s degree in English from the University of Pennsylvania and a master’s degree in business administration from the Amos Tuck School of Business Administration at Dartmouth College.  He received his qualitative research training from Burke institute, and is a member of the Qualitative Research Consultants Association, having recently served as that organization’s President, and The Insights Association.

Tom has achieved QRCA Advance status, demonstrating his commitment to on-going education on the latest thinking, tools, techniques and technologies in qualitative research.