An in-depth market analysis is ideally the first step we take in our studies. We help structure the market psychologically, find the criteria that define markets in the consumer‘s mind and provide a morphological map of the market. For example, if we want to understand the market for a specific brand of nutrition bar, we explore what consumers consider the market and competition, so that the analysis might reveal that the nutrition bar‘s closest competitor is not the other brand‘s product, but a granola yoghurt, banana or a cheese snack in the specific usage situation. These insights let us reveal which Verfassung, mood or mindset triggers the usage of the explored brand so that marketing measures can get adjusted accordingly.

Another example is the waterfilter market. When using waterfilters, people not only filter water, but their current problems. Waterfilters help give life a new direction and get to a turning point. Some waterfilter users want to calm their lives by taming the water‘s inherent archaic power while others try to dynamize their lives by filtering water back to its natural, vital, „fresh from the spring“- like character. Explored marketing measures involving imagery that speaks to this finding on an unconscious level were proven to work extremely effectively in the consumer‘s mind.

Our research analyzes competition, market drivers, trends and segments. rheingold‘s studies on markets usually involve mentality and lifestyle explorations, and especially in international studies: psychological culture analyses.

For more than 20 years, rheingold has analyzed international markets, has kept track of developments and gathered insights into market drivers. Our exploration processes expose the psychological rules of markets.