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On Demand

Chicago Chapter Presents Tom Rich on The Lens of Virtue: How Morality Shapes our Perceptions and Choices

Total Credits: 2 Advance Credits

Average Rating:
Communication |  Consulting |  Moderating/Facilitation |  Professionalism
Tom Rich
1 Hour 16 Minutes
Audio and Video
Original Program Date:
Nov 11, 2022


Friday, November 11 2022 from 10:30am-12:30pm CT 
This event will be in two parts. During the first half, Tom will provide an updated version of his presentation at the 2022 Annual Conference which received accolades from attendees. During the second half of the session, participants will put the learnings into practice through small group activities.

We live in an increasingly divided world, unable to find common ground on seemingly the simplest issues. Our conversations are fraught with tension and conflict. This presents an urgent challenge to qualitative researchers, as conversation is our stock-in-trade.

At the root of this division lies morality-- our sense of right and wrong. Morality is always present in our thought processes, always influencing how we see things and the decisions we make.

Similarly, morality is a constant in the conversations we have with research participants. While it often lurks just beneath the surface, it is a powerful driver of consumers’ thoughts and behaviors. Understanding underlying moral values can help qualitative researchers understand the “why” behind what consumers think and do, even when their thoughts and actions run counter to our own values.

This presentation will provide attendees with a variety of frameworks for understanding moral judgements, as well as practical advice and case studies illustrating how to apply them to research design, execution and analysis. 


Tom Rich's Profile

Tom Rich Related Seminars and Products

Thomas M. Rich & Associates

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 in-person and online interactions for clients in nearly every industry. Drawing on his many years in brand management, Tom takes an approach to his clients’ research needs 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. Tom boasts an extensive background in brand strategy, consumer behavior and shopper insights -- skills he developed while working for companies that include Nabisco and Unilever. This background gives Tom a unique skill set among qualitative practitioners and allows him to structure approaches 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, is a member of The Insights Association and a member and past President of the Qualitative Research Consultants Association.