Total Credits: 1 Advance Credits
Concepts are an indispensable research tool, allowing us to communicate the essence of a product or service to consumers. Clear, well-crafted concepts help participants engage meaningfully and generate reliable findings, while poorly constructed concepts risk confusion and wasted learning. When concepts are central to a market research study, it’s critical to get them right.
In this session, we’ll discuss:
• What concepts are and how and when they’re used
• Creating and presenting concepts that support stronger discussions
• Common pitfalls to avoid
You’ll leave with a sharper understanding of this essential tool -- and some fresh ideas to apply in your own research practice.
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 and regularly teaches master classes for experienced qualitative researchers to help them hone their skills. Tom also has extensive experience applying eye tracking and biometric technology to qualitative methods.
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 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. Tom has been awarded the highest level of QRCA Thought Leader status for his commitment to professional development and for his contributions to driving new thinking in the qualitative research profession.
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