AI cannot replicate the research journey with Tom Rich
August 18, 2026
Technology is changing the pace of research but the core of understanding people remains a human task. Tom Rich shares his perspective as a self-described carbon-based qualitative researcher. He explains why artificial intelligence serves as a sophisticated probability calculator rather than a source of wisdom. He also reveals how moral frameworks and techniques borrowed from the world of psychics help uncover what people truly value. Tom highlights why the journey of research matters more than just the end deliverable for brand strategy.
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.
What You’ll Learn:
- Why the pace of technological change is a differentiator in the current market
- How to distinguish between probabilistic analysis and human meaning-making
- Why the research journey provides more value to a brand than the final report alone
- How playing games with data visualization can spark unexpected insights
- Why morality functions as the most powerful mindset in consumer behavior
- What researchers can learn from the questioning techniques used by psychics
- Why ranking questions often fail to capture how people actually feel
- How research objectives serve as a North Star for successful projects
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.
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.
Episode Resources:
The Curiosity Current: A Market Research Podcast is handcrafted by our friends over at: fame.so