rheingold : News

4 min to read

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.

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4 min to read

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.

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6 min to read

Make Lemonade - America and the financial crisis

Sebastian Buggert talks about how Americans are coping with the crisis and why these changes are more than just a response to the downturn.

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5 min to read

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".

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13 min to read

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 t...

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4 min to read

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

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7 min to read

Cleanliness in Food Retail - What do consumers expect, what disgusts them?

An in-depth psychological study conducted by rheingold on supermarket cleanliness from the fish counter through to the chill cabinets.

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13 min to read

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&rsqu...

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6 min to read

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...

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3 min to read

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 exerc...

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4 min to read

We’ve blown it – the credit crunch has burst an illusory bubble and left us standing on the brink of a black hole

As the speculative bubble burst so did a way of life. Indeed, more than just a disaster in financial terms, the collapse provides a poignant symbol for the failure of a shared vision: the notion that...

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9 min to read

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...

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

Cross-Culture Approach

Make Lemonade - America and the financial crisis

Taboo Food - Cool Food

Advertising is oblivious to mature women

Luxury - A Superfluous Necessity

Cleanliness in Food Retail - What do consumers expect, what disgusts them?

Principles of Qualitative Ad Testing

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

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

We’ve blown it – the credit crunch has burst an illusory bubble and left us standing on the brink of a black hole

Is this the end of target groups?

rheingold USA opening celebration

Congress “Touch me”