• Our foundation
• In-depth interviews
• Focus groups
• Workshops & coaching

Our foundation

Nevertheless, our behavior and experience can be deciphered in a meaningful way and thus also influenced. Depth psychology is specialized in achieving precisely this aim.

Today, there are approaches that claim to work depth-psychologically or even morphologically. This is not always true!

Qualitative approaches differ.
An open conversation is the common ground of the approaches – but the evaluation is done on different bases:

• Cognitive approaches look for specific motives/needs that are usually fixed and exist across all industries (such as Maslow’s pyramid of needs).
• Linguistic approaches place special emphasis on speech analysis, including stresses, pauses and ‘ahs’ and ‘ohs’.
• Semiotic approaches interpret signs, cross culturally and across persons
• Some qualitative providers combine interviews with apparative methods (e.g. skin resistance measurements and eye tracking) – but sometimes they do not have theory-based evaluation approaches.

Morphological psychology:

• always takes into account the linguists’ observations and interpretations of language,
• deciphers codes and signs like semioticians.
• and looks for specific, unconscious motives that are different in each industry – as opposed to cognitive psychology.

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What exactly does rheingold salon mean by this unconscious? Does it exist at all?

The unconscious is not, say, a buried childhood trauma. Rather, we are unconscious of contexts of meaning and structure, of overdeterminations through culture and personal socialization, and of fields of tension that are always present within us. As humans, we can want and not want something simultaneously – such as smoking, for example. We can want to protect the climate yet still fly to a vacation destination….

The morphological approach reconstructs this tense context of connections between all measurable phenomena and statements! Thus, the unconscious, the motivational and irrational, is decoded.

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Morphological psychology was developed at Cologne University by Prof. Wilhelm Salber.

If you want to find out more about morphological psychology we’d be happy to explain it concisely in short theory and methods workshop. No matter whom you work with, ask about the theory they use. Neither gut feeling nor experience are theories. And without a theory, research cannot be meaningful and high quality.

• Our foundation
• In-depth interviews
• Focus groups
• Workshops & coaching

In-depth interviews

The rheingold salon Interview® is more than an ordinary depth interview. Rather, it is a research journey into unconscious contexts of meaning in everyday life. With special interviewing techniques we have developed over the years, we break down simple rational justifications such as “that’s too expensive,” or “that doesn’t taste good.” We dissect such final evaluations and reconstruct their genesis. This reconstruction provides an answer to the question of “why” people experience things the way they do and “why” they behave the way they do.

The in-depth interviews also work quite well via a video call.

The rheingold salon Interviews® are followed by an intensive, theory-guided analysis conducted by our team of trained psychologists. The theory of morphological psychology with its basic assumptions developed at Cologne University by Prof. Salber is the basis for the analysis.

• Our foundation
• In-depth interviews
• Focus groups
• Workshops & coaching

Focus groups

rheingold salon Groups® open up a multifaceted yet compact view of the fundamental psychological dynamics of an object of investigation. We do not view our rheingold salon Groups® as a jury. Instead, likes and dislikes, rankings and ratings are understood as impressions within a larger context.

Current trends and cultural currents become more apparent and the dynamics and atmosphere of the rheingold salon Groups® are always included in the analysis.

A strategic assessment of products, media, brands, or means of communication can be carried out optimally using our rheingold salon Groups®. The length and size of the rheingold salon Groups® is custom-tailored to your study.

The minimum length of our groups is 2 hours, but we love longer explorations of 3- 4 hours as we believe extended focus groups bring together the best of both worlds: the depth of one-on-one interviews and the economy of the group.

• Our foundation
• In-depth interviews
• Focus groups
• Workshops & coaching

Workshops & coaching

rheingold salon workshops and coaching sessions can be booked to kick off a study, to implement the results of a study, or completely separately. Integratively or to get all of the participants in the company on board.

The primary aim is always to work out a psychological context relevant to the industry, the company, and the brand, and to develop a concrete guide for implementation.

Our psychologists and researchers moderate, design, and evaluate these intensive sessions.

In the process, the psychological view, the morphological theory, is always the basis of the workshops as well as our personal coaching.

Almost everyone does strategy consulting. For us, strategy and positioning consulting is always based on depth-psychological insights.
Empirical-psychological based consulting, the development of a brand key and brand vision, the creation of brand manifestos and creative briefs are a pleasure for us. Joint optimization of customer appeal and customer advocacy are another part of it.
In addition, we provide psychological support for a strategic and holistic orientation for employer branding and employee satisfaction.

• Employer Branding
• Purpose

Employer Branding

Employer brands are brand personalities that have to find their special, outstanding position in the war for talents.

We will analyze your image in the eyes of potential applicants, make strategic recommendations, and explore how your company is doing in terms of employee retention.

We do international research for employers and support new positioning with our combination of depth-psychological analysis and strategic consulting to help them win sought-after employees of the future.

• Employer Branding
• Purpose

Purpose

Purpose and CX in the same breath? With digitalization, CXM is experiencing a new hype. With Corona Purpose, it’s getting another boost. Yes, a new and further one, because neither is really new.

Or did companies not need meaning in the past? Was brand or company management ever possible without a positive customer experience? Did customers need to be satisfied less in the past? Or perhaps only once in a while, possibly at selected touchpoints? Or is it the other way around? That people are much harder to satisfy today?

As psychologists and market researchers, we not only ask these questions, but also want to understand why exactly at this point in time society and culture are intensely concerned with a certain topic. Why are CXM and purpose increasingly being addressed right now? Why is their a new hype around purpose?