A product is a brand‘s material entry into the consumer‘s world, however, it already exists in the consumer‘s mind. Here, it will keep or break promises, result in a re-purchase or disappointment. We investigate in in-depth explorations what happens behind the scenes, in the consumer‘s psyche, consciously and unconsciously, when consumers purchase or use products.
Our deep dives analyze thoroughly how products fit into people‘s everyday routines. We break rational answers, mirror common beliefs and question that what is said is what is meant. rheingold‘s psychological insights explain how products and brands work together and systematically extract which Verfassungs, moods or mindsets products speak to.
We explore in detail what happens before, while and after the consumption.
For example, the consumption of beer is accompanied by various psychological changes along the process. A beer drinker experiences the constant dilemma of being tempted by soothing liquidation (happiness, becoming one with a group, more fluid conversations) on one hand while feeling the urge to control and limit oneself and to not lose her/his „shape“ on the other hand. The first relieving sips after having a crave usually go along with being able and willing to balance liquidation and control. However, soon the effect of beer kicks in and takes its toll. Liquidation becomes less controllable and to balance takes more effort. The drinker starts losing her/his shape and becomes more and more liquid. Effective advertising conveys both motives. Beck's (http://www.youtube.com/watch?v=V_1rMWl6Tik) is a great example: the seemingly endless ocean stands for the liquidation and rise out of everyday life while the sailboat grounds the increasingly "fluid" crew in friendship and stability. "Beck's helps you let go without letting you go down. "Our research shows how the psyche is responding to products during the complete process, in this case, from the first sip to the more or less controlled last one of the night.
When we say deep, we mean deep. We apply the same concept to usability testing, client satifaction, packaging and shelf analyses and line extensions.
