AI cannot replicate the research journey with Tom Rich

Tom Rich has spent nearly thirty years conducting thousands of focus groups and interviews. In this conversation with Stephanie Vance and Molly Strawn-Carreño, he shares his view on how technology is impacting knowledge workers and why he calls himself a carbon-based researcher in an automated world.

Tom explains that machines excel at finding patterns in large data sets but struggle to connect seemingly unrelated ideas. He details his methods for finding real meaning through intentional disruption and unconventional influences like moral philosophy and the interrogation tactics of psychics. Tom describes how moral mindsets like self-sufficiency or responsibility act as lenses for consumer decision-making. He also demonstrates how calibrated vagueness can lead to more honest participant responses. 

About the Guest:
Tom Rich is the President of the Qualitative Research Consultants Association and the founder of Thomas M. Rich & Associates. Since 1996, he has led thousands of focus groups, interviews, and shop-along studies across various industries like food and technology. His approach combines brand management experience with insights from psychology and behavioral economics. Tom is an expert in retail strategy and uses creative techniques to help clients understand complex marketing challenges. 

 The Curiosity Current: A Market Research Podcast is handcrafted by our friends over at: fame.so