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The place to find published analyses, insights, backgrounds and comments from our market research and strategy consultancy work. A great place to re-read, re-listen or re-watch. As well as to follow-up and re-think.


"Opening Doors"

Jointly open doors with us and lend a helping hand for our Christmas Charity project "Opening Doors". It is the fourth time for us to support the youth centre in Cologne Meschenich.

Young people are currently not only struggling with uncertainties due to unusual mood swings and burgeoning sexuality. On a social and familial level, they likewise experience sort of a loss of control. The adolescents try to counter this basic feeling of insecurity by their very own strategy: they attach increasing value to their appearance. rheingold salon has examined on behalf of the German Cosmetic, Toiletry, Perfumery and Detergent Association the development of self-esteem in adolescents and young adults aged between 14 and 21 years. What role is played by a neat appearance for the self-esteem of young people? What influence does taking care of their appearance have on the self-esteem of young people? And in how far can cosmetics and beauty products support young people in their self-discovery? The first depth psychological representative study on the transition to adulthood provides answers to these exciting questions. Within the framework of the qualitative polling, group discussions and individual in-depth interviews were conducted with altogether 38 adolescents and young adults aged between 14 and 21 years. For the representative quantitative survey 1,012 adolescents and young adults aged between 14 and 21 years were surveyed.

Cross-Culture Approach

Thomas Pohne explores why international research is sometimes exhausting for our clients and why we do it the way we do it.

Taboo Food - Cool Food

Why new fears, norms and taboos have arisen around food and beverages, and why these are becoming increasingly important for marketing, shows Kirsten Juchem in our study "Taboo Food - Cool Food".

Luxury - A Superfluous Necessity

What is luxury? And do we actually need it? Isn’t luxury something that really only concerns the very rich? Or do we need to re-define how we see luxury these days??By Ines Imdahl (MSc. Psychology), Managing Partner, rheingold Institute for Qualitative Market and Media Research

rheingold nominated for ESOMAR’s 2008/09 Excellence Award

rheingold has been nominated for ESOMAR’s 2008/09 Excellence Award after presenting its international research project ‘ Intimate and Intimidating – Understanding Trends and Pattern...

Advertising is oblivious to mature women

Neutralising age The tendency to neutralise age provides a key reason for their "lack of knowledge" regards over 50s females. I.e., studies targeted at both men and women almost always focus on th...

Principles of Qualitative Ad Testing

1. People want advertising and accept ad testing! In our culture people’s relationship to advertising has changed : Advertising is no longer generally considered to be ‘indecent&rsquo...

New Study “Youth Today”: Young People Demand Clearer Statements from Adults and the Media

Young people in Germany are insecure. In a world characterized by consumption and artificiality, they are searching for orientation and positive values. In this quest, they seek more information an...

Food Scares: Afraid to Indulge!

Spoiled meat, imitation cheese or composite ham: Food industry scares seem to represent a very recent phenomenon. But do food scares really impact consumer behavior or are they simply hyped by the media? Jens Lönneker explains the psychological background.

Made up Truths - How Make-up Creates the Real Me

Ines Imdahl speaks about the psychological motivations to use make-up.

Twitter - between earth-shaking master brain and verbal vent: the hype in Germany vs. America

Twitter - just a hype or more? Patricia Sauerbrey Colton points out differences between Twitter in Germany and the USA and what this means for marketing measures.

Yearning to be thin: Super skinny as a symbol of luxury

An astonishing number of models and Hollywood stars have been hit by a new virus. The symptoms are a carcass-like physique combined with the sudden ability to tuck into what they want without putting...

Fat and Informed? We long for a return to clear rules about eating.

People who get fat do so knowingly! Nowadays the abundance of nutritional information which confronts people on a daily basis means they know what makes them fat. Research into nutrition and exerci...

V.E.N.U.S.: Women are different – on women’s self-understand misunderstanding today

Women are different … complicated and hard to understand – and not in the eyes of men. That prejudice could not be refuted by this study. But precisely the complicated, multilayered, a...

ANUGA 2007: Organic, Chilled, and Functional food – the Psychology of Innovations. A comprehensive lecture by Jens Lönneker on October 16, 2007, at the ANUGA in Cologne

While consumers go for new products, they ignore many new introductions. Which psychological criteria do successful innovations meet today? In the face of inflated organic, convenience, and functiona...

Psychological Impacts of Health Claims – Talk at the ILSI Symposium

The international symposium of the ILSI, the International Life Sciences Institute  , held over three days from May 9 to 11, 2007, was devoted to the topic of functional food. Academics and sci...

Is this the end of target groups?

The good old target groups have finally run their course – they have nothing useful left to offer. The fact is that today’s consumers are fickle creatures with multiple personalities whos...

Challenges Facing Future Communication

In a current study, rheingold and BBDO Campaign Düsseldorf show that ways of dealing with consumers have to change. The core findings: society is on the verge of a paradigm shift, moving...

Light, easy to digest, transportable

rheingold’s hypotheses on current nutritional trends: 1. People’s eating behavior continues to be de-rhythmized. Fixed, ritualized meals are becoming less and less prevalent. Food is ...

Stylish, cultivated meat display

 They should be draped appetizingly, if possible with an attractively photographed garnishing suggestion, but in any case the should be very visible: consumers have high demands when it comes to...

Sponsoring provides a profile

Many companies engage in sponsoring activities. rheingold studies show that whether and how a positive sponsoring relationship arises depends primarily on the effects of the content.    ...

Creating effective advertising

In the current media landscape it is becoming increasingly priceless to reach a wide public. The CPMs are swallowing advertising millions like black holes. Only few people can still afford penetratio...

The psychology of advertising impact

1. Advertising is the world’s oldest trade Today advertising is normally equated with placards, print ads, commercials, events, or sponsoring measures. This perspective of advertising loses ...

The mind as artwork

D.: Herr Professor Salber, Cologne got a better reputation with Salber, but you are somewhat controversial. You have fans and you have foes. What is the crux of what you do? S.: That probably has t...

Markets from the perspective of children

Children are in demand as a target group for marketing. The problem, however, is that they cannot answer questions in adult language. Children have a different “means of expression.” The ...

If you don’t ask, you remain ignorant!

Six- to 13-year-old children in Germany receive more than 2.5 billion euros in pocket money each year and help make many purchasing decisions in their families. It is an interesting target group &nda...

Better to believe than to have to face up to it

When people talk today about the “new religiosity” of young people, what they say often has a religious character itself. People often act as though they can understand, explain, and asse...

Pretests of advertisements, placards, advertising spots, and packaging using the Message Tuning Concept (MTC)

The primary characteristics of effective advertising Many kinds of pretests evaluate advertising efficacy based solely on impact, assertiveness, and rational persuasiveness. That is not enough. Ca...

A new home in the Internet

Numerous rheingold studies show: surfing the Web is characterized by a new self-determined reductionism – with significant consequences for successful website design. While just a few years ...

Trade fairs viewed psychologically: coming together and interacting

The question as to the psychology of trade fairs is somewhat misleading. One could also just as well ask: what else besides psychology plays a role when it comes to trade fairs? Without psychology, o...

Flirting with disaster – why is the Titanic myth so universally appealing?

The phenomenal movie by James Cameron and the exhibition of Titanic relics in Hamburg (which was also very well-received) gave rheingold occasion to conduct a psychological pilot study on the theme a...

Senior citizens today: banned to paradise

Anyone who thinks being a senior citizen means continuing down familiar paths is wrong. Elderly people undergo comprehensive transformations. The change of numerous “external” living cond...

Impact analysis of Formula 1 – an example of qualitative spectator research

Lecture to the Arbeitsgemeinschaft der Sportpsychologen on June 2, 2000, in Cologne. ...

The fascination of running a marathon: a via doloroso as psychical rebirth

People who run marathons as a hobby experience the 26 mile, 385 yard race as a voluntary ‘via doloroso’ encompassing four stages, from a psychical experience of complete self-sacrifice to...

Television as a 'pharmacy for feelings'

The variety of programs shown by private networks has changed the function of television for viewers. Today television is a kind of 'pharmacy for feelings'. At the press of a button, constantly avail...

Shopping viewed psychologically

 When people go shopping, no matter where they shop, they always do it - all rational or "objective" motives notwithstanding -  "for themselves," for the sake of mental balance, for their "...

Male worlds

Today there is no longer a general, self-evident image of how men should appear. While in earlier generations a clear male image defined the roles and duties men were supposed to fulfill, what men ha...

The window to meaning

 Did the Pope's public dying give rise to a new pious awakening or even reflection on the importance of the authority of the Church? Or are there other, psychological explanations for the enormo...

Harry Potter - development help for young and old

Harry Potter is much more than casual reading entertainment, much more than a suspenseful adventure novel focusing on a faraway world. Harry Potter provides real psychological development help, in fi...

Is this the end of target groups?

From chocolate bars to large-scale investments, states of minds are what determine consumer behaviour today. The good old target groups have finally run their course – they have nothing use...

Sponsoring works differently

r h eingold carries out qualitative research and analysis of phenomena relating to markets, consumption, media, advertising, and culture. On the one hand, it does research for commercial enterprise...

The Fascination of Formula One: A Turbulent Sunday Drive in the Armchair

On Sundays when there is a Formula One race, millions of people sit glued to their TV sets. For example, when Michael Schumacher crashed in Silverstone, more than ten million people watched the event...

Focus groups - Conducted by qualified personnel, focus groups make the psycho-logic of markets and brands transparent.

Focus groups are an integral component of qualitative market research. However, they still have a reputation of being deficient instruments, viewed as an economic "mini-plebiscite." The r h eingold...

Viewing states of mind determine ratings.

What people watch on TV at night doesnt depend on the target group they belong to, but on their psychological state. Television has nothing to do with information or pure entertainment. r h eingold...

Future Woman

Future woman should consider herself lucky. For women aged 25 to 35 have all kinds of possibilities open to them. But below the surface, things are different. In todays world, women feel obligated to...

Programmed Free Time

Our culture is considered a leisure culture. From a psychological point of view, this is a big misunderstanding. For in our culture having "free time" does not mean being idle. When we are not work...

Is buisness local or global? The rheingold answer: it´s glocal

In recent years borders have been opened increasingly to promote free trade. Nevertheless, marketing is still confronted with psychological borders. For example, dark chocolate sells well in France...

Cross-over teams: International research a la rheingold

At r h eingold , international studies are conducted by so-called cross-over teams. These teams consist of staff from the country where the market research institute is based (in r h eingold s ca...

Modern brand myths and marketing mistakes

The crisis of the brand today is a crisis of marketing. Since one no longer understands the function of brands and markets, one is fleeing to a belief in modern brand myths and trendy patent recipes....

Best Practise in Advertising

Consumers are influenced by unconscious forces.One should not view consumers as being logical, rational beings. Consumers do not function logically, but psychologically. They cannot be understood acc...

Modern Women

Todays young women have high expectations of themselves. They want to have successful careers, be perfect mothers and housewives, be sexy and clever all at the same time. They "desperately" try to fi...

Discovering the hidden meanings of markets, brands and advertising

  Using depth psychological methods and the concepts of morphological market and media research , r h eingold casts a light on the structures, the dynamics and develo...

beauty life

How do women deal with beauty and cosmetics today? Which needs, desires, and longings are concealed behind the usage of cosmetics? What do women want to achieve with "beauty" and how does it alter th...

Chocolate without culture: asocial?

In Italy, it is often nibbled as an accompaniment to an espresso. British mothers love to indulge – but not in front of their children. The French ideal is the pure, plain variety. And in Germa...

Psychological representation

A main task of market research is to obtain basic knowledge that can be employed in making strategic marketing decisions. And marketing wants to be able to rely on this basic knowledge. Psychological...

The Secret Logic of the Market

Marketing doesnt have it easy. It is confronted with ever-changing, emotionally laden realities. Products and usage styles come and go; brands develop and change their gestalt and position in the mar...

Playing the Stock Market: the Thrill of fate

The roller-coaster ride of the stock market is becoming increasingly appealing to Germans, exercising a fascination similar to bungee jumping and white-water rafting. For buying shares is more than j...

The Message Tuning Concept (MTC)

Nowadays, a pre-test does not only involve evaluating the effectiveness of advertising in terms of its impact, assertiveness, or rational persuasiveness. Advertising must capture viewers’ atten...

Reduce 2 the max, increase satisfaction

At first glance, „Reduce to the max“ is a successful price strategy implemented by discount stores: maximum profit with a minimum range of products and minimum prices. German retail disc...

Integration without ignoring important cultural differences

r h eingold s cross-cultural approach means that project research managers perform the task of integration and cultural comparison from the beginning to the end of the research process. Internation...

Chinese Culture meets western marketing

In order to understand Chinese consumers and their perception of markets, brands, products and services, it is essential to understand the cultural attitude towards these things. No matter if it&rsqu...

Brands from children’s perspective

There is no doubt about it: children want brands. But while manufacturers try to attract even small children to brands and engage market researchers for this purpose, parents and the media bemoan ch...

Youth and eroticism

The importance of erotic TV programs to young people is overestimated. This is the main finding of a depth-psychological study titled "Youth Protection and TV Eroticism" which our institute carried o...

Forever young

The last decade of the 20th century will go down in cultural history as the age of a youth cult. The youth, fitness, and body cult is constantly fueled by brand advertising and special interest newsp...