In more than 20 years, rheingold has conducted morphological research projects on all continents, in the following countries: Australia, Austria, Belgium, Brazil, China, Denmark, Finland, France, Greece, Hong Kong, India, Italy, Japan, Korea, Malaysia, Mexico, Netherlands, Norway, Poland, Sweden, Switzerland, Slovakia, Spain, Czech Republic, Turkey, UK, USA, Russia. Many of our projects are international, involving multiple countries.

To meet our high psychological standards and guarantee cultural insights from a multi-cultural perspective, international studies are conducted with cross-cultural teams.

rheingold project managers travel to the locations in the respective countries and team up with local researchers, who work in the team throughout the whole research process. The fieldwork process includes several analysis sessions within the cross-cultural teams to overcome “blind spots“ and provide results that reflect both perspectives and allow for a holistic „inter-cultural“ understanding.

For example, one of our studies in Korea showed that the choice of toilet cleaner for young Koreans strongly depends on the relationship between the daughter- and her parents-in law. The more dominant and strict the parents-in-law were, the stronger the toilet cleaner had to be: effectively killing germs was a subtle revolt against the in-laws. Of course, the results were very different in the other countries involved.