Innovations are a challenge. Even for us. You might say: let's just talk to the consumer, but it is not as easy as that. If consumers could say what innovations they are longing for and we could simply deliver on their expectations, you would see successful innovations all around. It's a tricky process to find innovations. Some innovations fulfill needs consumers didn't even know existed.

rheingold developed a „rigid“, yet effective process to find and explore innovations. First, we involve all stakeholders to kick off innovation processes that truly allow for "news" in everybody's mind.

Next, in our exploration stage, we take several steps: analyze the market seen from a consumer's perspective, extract psychologically grounded opportunities and generate hypotheses. In workshop sessions involving the creative team, we develop concepts of innovations that we then explore and refine in the upcoming consumer in-depths and focus groups. These steps can get repeated, if necessary. In the end, we have a good sense for the most promising concepts that should get developed further and undergo a final round of testing when closer to the final execution.

However, we also make sure that innovations don't get tested too excessively. The most successful innovations have taken a risk. Or could you have imagined to twitter, have a touch phone and drive a hybrid 10 years ago?

We develop innovations for markets, brands, products, advertising and media.