We at rheingold are passionate psychologists, curious explorers of the human psyche. We need the personal conversation with people to understand the psychological impacts and reveal the factors that determine consumer behavior. Therefore, most of our research is conducted through in-depth interviews (rheingoldInterview™) and focus groups (rheingoldGroup™).

The time we get to spend with consumers is precious and we use it wisely. We take consumers on a journey to reveal hidden meanings within a constantly further deepening description and exploration process. We see ourselves as a crucial part of this creational process with consumers.

With our approach, we create an atmosphere that helps the topic express itself verbally and non-verbally.

All explorations are tailored to the specific object of study. We define the structure and content upfront with our clients to make the best use of the time we get to spend with the respondents. Interviews and groups usually include several facilitating techniques like creative or projective sessions and association exercises. Please find below a selection of our techniques and processes that help us analyze as thoroughly as possible. In addition, we have standardized services we embed in custom studies.

Most of our studies get enriched by at least one of the following tools:

• rheingoldEthnography™: in-depth interviews in a real life environment: at home, in a shop, a restaurant etc.
• rheingoldLab™ (CompactLab, CommunicationLab, ConceptLab): multiple day workshops involving focus groups, in-depth interviews and interactive analysis sessions with the client
• rheingoldImaging™: projective technique using imagery to facilitate the exploration of brands, products, advertising and media

rheingold Online Tools:

• rheingoldLog™: online questionnaire with open ended questions to get a first overview of common thoughts, feelings, trends and developments
• rheingold diaLog™: online questionnaire allowing for interaction with respondents to clarify answers and follow-up on generated insights
• rheingoldForum™: moderated online forum to discuss topic of study
• rheingoldDiary™ (consumptionDiary, mediaDiary, mobileDiary, communicationDiary): online diary to track (consumption) behavior, situations and routines for 7-10 days. Respondents upload videos and pictures to visualize behavior, thoughts and feelings. Content gets explored in in-depth interviews and focus groups.