Every business needs a founding myth – here’s ours:
“From the moment we met in 1994, we wanted to work together, and have done so ever since. We value and harness the exchange in our couple relationship to bring lönneker & imdahl rheingold salon forward in an unconventional, modern, fruitful way. Living, having a family, and working – full time – together is not only possible, it’s a model for the future.”
Back in 1986, Jens Lönneker, a rheingold founder, wanted to prove that it was possible to make money with psychological market research – a daring venture at the time. In the beginning, the company had only one phone. A lawyer’s secretary who was a friend of people in the firm answered it by giving the name of the company. The first research material was returned with the note “undeliverable.” But the psychological market research the company did took off fast. The concepts of morphological psychology were continually developed further and needed creative space, which can be found today at rheingold salon located right at Cologne Cathedral.
As a founder and owner of rheingold salon, Ines Imdahl pursues her vital question. The question of why. As philosophy could not explain to her why people smoke, although they are fully informed about the consequences, she studied psychology. Today, her clients want to understand human behavior and experience so they can develop strategies for brands, markets, and communication together with rheingold salon. She also regularly talks about the human condition in her own WDR TV program “5 Fallen 2 Experten” (5 Cases 2 Experts). In addition to research on women and culture, advertising impact research is a particular focus. Around 100 columns in Handelsblatt newspaper and her book “Werbung auf der Couch” (Advertising on the Couch) bear witness to this.
who we are
1986 | since 2011 rheingold salon
Qualitative, depth-psychological, morphological market research and strategy consulting, based on the scientific theory of Prof. Dr. Wilhelm Salber, Cologne University.
In the heart of Cologne – directly at the cathedral.
Cologne is particularly suitable as a research location because it is situated in one of the most populous and densely populated regions in the world, the Rhine-Ruhr region, with more than 20 million inhabitants.
More than 25 years of experience in all industries for national and international clients. (At least we can’t think of any industry in which we haven’t done research).
What we do
We make sense. And we make sense for our customers. Cultural contexts influence brand and advertising perception. We constantly monitor these contexts. Conversely, we decipher the unconscious motives that control people’s behavior and experience. Always. Our goal is to decipher complex human structures and enable companies, brands, and markets to leverage them. In depth-psychological research as well as in strategic process support.
What we are
We are many things in one: one of the most ambitious German research agencies, a think tank, and a meeting place. In its continuous endeavor to understand the meaning of human experience and behavior, Ines Imdahl and Jens Lönneker’s rheingold salon draws on a successful avant-garde idea. Exciting, clever minds and thoughts have always needed and loved spaces for exchange, analysis, and immersion. Whether in Paris, Weimar, or today at rheingold salon in Cologne: salons create an atmosphere for productive, innovative further developments – to the benefit of market and media research. This includes numerous inspiring encounters: countless interviews, analysis sessions, events, seminars, television recordings, and, very importantly, eating and drinking together with others. Meaning needs depth, skill, exchange, and a salon.
The concepts developed at rheingold salon are used in myriad ways: in cultural and baseline research, in the development of narratives, in depth-psychological impact analyses around media, products, brands, and advertising, and even in our own podcasts.
The concepts include morphological psychology, the Message Tuner, Verfassungs Marketing, and Narrative Psychology.
independent & neutral
We do not belong to any of the big agency networks. Which is why we are always neutral and independent. And our results are “relentlessly creative.”
Our research, even if it’s done quickly, is always in depth. This is reflected by the length of the study. And by the interviewing technique. Qualified psychologists and moderators, specially trained in morphological theory, work for us around the world.
Nothing is better than a good theory. You will not find evaluations based on “gut feelings” or solely on experience at our institute. We adhere to a scientific theory in our research and analyses, the morphological psychology developed at Cologne University by Prof. Wilhelm Salber.
concrete & implementable:
Our results are concrete, detailed, and suitable for direct implementation. rheingold salon also supports in-house implementation and concretization processes based on depth-psychological research.
The “chief physician” does surgeries at our company and he has a wealth of experience. Each project is co-supervised by the managing directors & owners.
And we train our junior staff ourselves.
Morphological market research is an exciting endeavor. Everything in our daily lives has its own psychological trade secret. And that’s what we try to find out. With a system and a method.
The rheingold akademie is the further education institution in the field of depth-psychological impact research. Under the auspices of the rheingold group, the academy offers practice-oriented training in brand and media psychology.
The basis of the training at the rheingold akademie is psychological morphology, a theory developed at Cologne University’s Psychological Institute of by Prof. Wilhelm Salber.
Information & applications at: email@example.com