Rich Thau

Senior Advisor- Research

Rich is a fan of the Caribbean… and aristocratic Russian authors. “I love reading Tolstoy,” says Rich, “because he gets inside people’s heads.” That’s exactly what Rich does for his clients when he tests and refines their messages. His on-the-spot dial test analysis, his probing interview questions, and his knowledge of behavioral science help him find out what target audiences are thinking, and what persuades them. And what doesn’t.


He gives clients the results they need: messaging that works. He’s curious, thoughtful, and energetic. And he gets the job done every time.


Thau has conducted groundbreaking research in public policy, financial communications, insurance, trial consulting, and infomercials. His clients range from the U.S. Chamber of Commerce and Business Roundtable to CNN and NBC.


Thau has advised leaders in Congress and their staffs, presidential campaigns, and corporate executives on how to improve their messaging; his recommendations have shaped the national debates over Social Security, Medicare, tax reform, and a host of other issues.


Thau is a member of the Qualitative Research Consultants Association and sits on the advisory board for the ClearPath Foundation. Prior to co-founding the Generation X think tank Third Millennium, in 1993, Thau was a senior editor at MagazineWeek, the trade magazine for the magazine industry.


He is a 1987 Phi Beta Kappa graduate of Haverford College, where he received a B.A. in History (with honors). Raised in Roslyn, NY, Thau lives in suburban Philadelphia with his wife, Nicole Tell, Esq. and their son, Ezra.