Qcast: Leave the Gun. Take the Cannoli
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This session will introduce tradeoff analysis, a powerful tool for analyzing consumer perceptions, decision-making and behavior.

1/7/2016
When: January 7, 2016
Qcast is 12:00 p.m. EST (GMT -5)
Presenter: Tom Rich


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Title: Leave the Gun. Take the Cannoli.

Using Tradeoff Analysis to Understand Consumers and Market Research Data

This session will introduce tradeoff analysis, a powerful tool for analyzing consumer perceptions, decision-making and behavior.

Tradeoffs are a key component in how products and brands create value. By understanding the factors that individuals weigh when making decisions, marketers can uncover powerful and actionable marketing insights.

This presentation will explain the five tradeoff currencies, and will include detailed examples that illustrate how this tool can be applied.

Speaker: Tom Rich

Tom RichSince establishing his firm in 1996, Tom Rich has conducted hundreds of research projects encompassing thousands of focus groups, one-on-one interviews, shop along interviews and online studies. Tom draws on his background in brand management to provide his clients with research that is simultaneously creative, strategic and pragmatic. He specializes in new product development, innovation, shopper and retail strategy, concept writing and brand positioning. Upon graduating from the University of Pennsylvania with a degree in English, Tom began his career in advertising. After earning an MBA from the Amos Tuck School at Dartmouth College, he worked in brand management for such companies as Unilever and Nabisco.

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