rheingold institute

Welcome to rheingold institute

Founded more than 20 years ago in Cologne, Germany, rheingold has grown to be one of the most important and successful in-depth psychological research institutes worldwide. Today, rheingold conducts research all over the world and provides an in-depth understanding of markets, products, brands, advertising and media.
rheingold institute in Shanghai
Cologne, 18 April 2018 – rheingold institute has just opened a branch in Shanghai to further strengthen its successful activities in China. The institute has been working with Chinese clients of all industries for many years, by effectively positioning their brands and helping them to fully take advantage of the Chinese economic growth. After the San Francisco branch the new Shanghai office is rheingold’s second international office.
In his speech at the 61th Global Summit of the Consumer Goods Forum, Stephan Grünewald provided valuable insights on the hidden desires that subconsciously influence consumer’s choices for different retailers and brands.
rheingold’s Introductory Presentation
Introductory Presentation
Added value through in-depth psychological market research. Learn more about our work, our approach and why understanding market dynamics psychologically is a solid foundation for marketing strategy.
Shopping Today: The Power of the New ''Digital'' Body Parts
"Bionic Shopping"
In the digital age, customers feel omniscient and omnipotent, but also needy and insecure. This affords retailers opportunities, say Stephan Grünewald and Sebastian Buggert from the rheingold Institute in Cologne. A talk on fears of the future, circus tents, the monotony of the treadmill, and why everyone should not simply delegate their business to Amazon.
Shades of Trust - The Consumer Goods Forum New York 2015
Shades of Trust
Why do consumers trust each other? How does disruptive innovation capitalise on the deceptively simple question "who can I trust?" The NY Global Summit of the Consumer Goods Forum explored these issues through insights from some of industry's foremost innovators, analysing 'growth champions' reaping the rewards of hitting the bullseye in meeting their customers' needs. Stephan Grünewald, Managing Partner of the rheingold institut, was one of the speakers on the Global Summit in New York, his theme: „Shades of Trust: How to build trust by appealing to consumers' souls?“.
Watch In or watch Out
Watch In or watch Out
The Apple Watch TV commercials smooth its way into the flow of our everyday lives. Wearables are seen as the inevitable next step of technological development both in Germany and the USA, yet consumers watch out for what kind of future this entails.
Next Generation
Next Generation
Although they are only between 20 and 29 years old and thus naturally familiar with the digital world, twenty-somethings feel much older than teenagers with regard to handling digital offerings. They are already at a stage of satiety and stagnation. They are much more critical of innovations. They are increasingly scrutinising innovations for their relevance to everyday life.
Brands and Digital Apps
Brands and Digital Apps
Today brands are facing structural problems. In the analog world, their task was to make the customer king. The brands got their added value from customers’ longing for security, orientation, inspiration, and personal growth. They were indispensable for customers because they fulfilled customers’ secret wishes to resolve their inner conflicts or, as a kind of etiquette manual, showed customers how to use and present products in everyday life.
Markets change quickly
Markets have never moved as fast as they do today. This is a direct consequence of globalisation and the Internet. In some sectors things are changing so quickly that it is proving difficult to keep up with frequently shifting patterns and trends, and to respond to and benefit from altering conditions within the market place.
Market Segmentation
Interested in segmenting, but you don’t know how? Morphological market and media research is playing an increasingly important role in market segmentation. We use our qualitative approach to reveal the psychological factors that characterise markets.
Analysing market structures
You certainly understand the competitors, customers and suppliers that define your market. Our objective is to understand the whole picture and the complex interplay of the factors. There are still “unconscious” relationships that impact participants and which influences-conscious and unconscious-determine how the market works.
market research
The exploration of a deeper meaning

Morphological market research

The morphological approach is special in its ability to provide a coherent explanation for transient functional models and coherent systems of explanation. This enables us to provide in-depth understanding of the phenomena that confront us in the market or in the media but which often prove to be contradictory.
To understand the brand
Brands are such complex, finely balanced entities that understanding them requires intensive study. This also applies to how brands will fare during the next crisis in which it won’t be size but mental, social, emotional strength and adaptability that will determine success.
When a logo becomes a brand
Brands, like people, have personalities. We at rheingold work with the techniques of morphological market and media research to explore companies’ and brands’ personalities and images. We do this by analysing the psychological associations and context in which consumers experience products and brands. With this information, we are able to provide detailed recommendations for positioning and advertising strategies as well as for product launches, packaging, and product design.
Sympathy 100% Success 0%?
There have been numerous advertising campaigns that most people knew and liked but which completely failed to deliver the goods in terms of sales. On occasion these have been studied retrospectively using depth psychology only to find out that the campaigns have sparked unconscious fears, aversions or similar.
People want ads
People want ads! But which ones? Led by theory, qualitative advertising research delivers findings across a mix of categories. It takes in rational and emotional aspects; takes spontaneous reactions seriously (Cover Story) and provides assistance by providing extensive structural analysis of initial reactions.
The first impressions
Morphological research has developed a concept to study the image of companies and brands. By analysing the associative imagery through which consumers experience products and brands.
cultural research
Diving into cultures
How do the youth of today differ from the youth of the 90s? What are these Generations X, Y and the Millennials all about? How are different cultures dealing with times of crises? What explains the lack of orientation experienced by entire generations? What do people think about politics and local cultural developments and how do they see the future? What makes a hip new idea a trend?
International networks
By combining rheingold’s trans-regional perspective with local perspectives, rheingold project staff on location are able to prevent “blind spots” from occurring and reveal cultural differences and similarities.
Our "homebase" USA
Having done research in North and South America for nearly 30 years, rheingold has extensive experience of the U.S. rheingold’s new "home base" in San Francisco means our global studies will benefit from improved efficiency and professionalism across American markets.
Research worldwide
In every country rheingold staff are present on site and actively participate in research, maintain an intense dialogue with local partners and ensure consistency of method.We have conducted research in the following countries:
© 2015 rheingold