Tom Rich

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 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.