Cross-Culture Approach
Thomas Pohne explores why international research is sometimes exhausting for our clients and why we do it the way we do it.
6 min to read
Make Lemonade - America and the financial crisis
Sebastian Buggert talks about how Americans are coping with the crisis and why these changes are more than just a response to the downturn.
2 min to read
New Study “Youth Today”: Young People Demand Clearer Statements from Adults and the Media
Young people in Germany are insecure. In a world characterized by consumption and artificiality, they are searching for orientation and positive values. In this quest, they seek more information a...
4 min to read
Luxury - A Superfluous Necessity
What is luxury? And do we actually need it? Isn’t luxury something that really only concerns the very rich? Or do we need to re-define how we see luxury these days??
By Ines Imdahl (MSc. Psychology), Managing Partner, rheingold Institute for Qualitative Market and Media Research
6 min to read
Yearning to be thin: Super skinny as a symbol of luxury
An astonishing number of models and Hollywood stars have been hit by a new virus. The symptoms are a carcass-like physique combined with the sudden ability to tuck into what they want without putting...
3 min to read
Fat and Informed? We long for a return to clear rules about eating.
People who get fat do so knowingly! Nowadays the abundance of nutritional information which confronts people on a daily basis means they know what makes them fat. Research into nutrition and exerc...
2 min to read
V.E.N.U.S.: Women are different – on women’s self-understand misunderstanding today
Women are different … complicated and hard to understand – and not in the eyes of men. That prejudice could not be refuted by this study. But precisely the complicated, multilayered, a...
1 min to read
ANUGA 2007: Organic, Chilled, and Functional food – the Psychology of Innovations. A comprehensive lecture by Jens Lönneker on October 16, 2007, at the ANUGA in Cologne
While consumers go for new products, they ignore many new introductions. Which psychological criteria do successful innovations meet today? In the face of inflated organic, convenience, and functiona...
1 min to read
Psychological Impacts of Health Claims – Talk at the ILSI Symposium
The international symposium of the ILSI, the International Life Sciences Institute , held over three days from May 9 to 11, 2007, was devoted to the topic of functional food. Academics and sci...
3 min to read
Light, easy to digest, transportable
rheingold’s hypotheses on current nutritional trends: 1. People’s eating behavior continues to be de-rhythmized. Fixed, ritualized meals are becoming less and less prevalent. Food is ...
4 min to read
Stylish, cultivated meat display
They should be draped appetizingly, if possible with an attractively photographed garnishing suggestion, but in any case the should be very visible: consumers have high demands when it comes to...
4 min to read
The mind as artwork
D.: Herr Professor Salber, Cologne got a better reputation with Salber, but you are somewhat controversial. You have fans and you have foes. What is the crux of what you do? S.: That probably has t...
4 min to read
Better to believe than to have to face up to it
When people talk today about the “new religiosity” of young people, what they say often has a religious character itself. People often act as though they can understand, explain, and asse...
3 min to read
Pretests of advertisements, placards, advertising spots, and packaging using the Message Tuning Concept (MTC)
The primary characteristics of effective advertising Many kinds of pretests evaluate advertising efficacy based solely on impact, assertiveness, and rational persuasiveness. That is not enough. Ca...
3 min to read
A new home in the Internet
Numerous rheingold studies show: surfing the Web is characterized by a new self-determined reductionism – with significant consequences for successful website design. While just a few years ...
2 min to read
Flirting with disaster – why is the Titanic myth so universally appealing?
The phenomenal movie by James Cameron and the exhibition of Titanic relics in Hamburg (which was also very well-received) gave rheingold occasion to conduct a psychological pilot study on the theme a...
3 min to read
Senior citizens today: banned to paradise
Anyone who thinks being a senior citizen means continuing down familiar paths is wrong. Elderly people undergo comprehensive transformations. The change of numerous “external” living cond...
1 min to read
Impact analysis of Formula 1 – an example of qualitative spectator research
Lecture to the Arbeitsgemeinschaft der Sportpsychologen on June 2, 2000, in Cologne. ...
4 min to read
The fascination of running a marathon: a via doloroso as psychical rebirth
People who run marathons as a hobby experience the 26 mile, 385 yard race as a voluntary ‘via doloroso’ encompassing four stages, from a psychical experience of complete self-sacrifice to...
2 min to read
Television as a 'pharmacy for feelings'
The variety of programs shown by private networks has changed the function of television for viewers. Today television is a kind of 'pharmacy for feelings'. At the press of a button, constantly avail...
1 min to read
Shopping viewed psychologically
When people go shopping, no matter where they shop, they always do it - all rational or "objective" motives notwithstanding - "for themselves," for the sake of mental balance, for their "...
1 min to read
Male worlds
Today there is no longer a general, self-evident image of how men should appear. While in earlier generations a clear male image defined the roles and duties men were supposed to fulfill, what men ha...
4 min to read
The window to meaning
Did the Pope's public dying give rise to a new pious awakening or even reflection on the importance of the authority of the Church? Or are there other, psychological explanations for the enormo...
5 min to read
Harry Potter - development help for young and old
Harry Potter is much more than casual reading entertainment, much more than a suspenseful adventure novel focusing on a faraway world. Harry Potter provides real psychological development help, in fi...
7 min to read
The Fascination of Formula One: A Turbulent Sunday Drive in the Armchair
On Sundays when there is a Formula One race, millions of people sit glued to their TV sets. For example, when Michael Schumacher crashed in Silverstone, more than ten million people watched the event...
2 min to read
Future Woman
Future woman should consider herself lucky. For women aged 25 to 35 have all kinds of possibilities open to them. But below the surface, things are different. In todays world, women feel obligated to...
2 min to read
Programmed Free Time
Our culture is considered a leisure culture. From a psychological point of view, this is a big misunderstanding. For in our culture having "free time" does not mean being idle. When we are not work...
3 min to read
Is buisness local or global? The rheingold answer: it´s glocal
In recent years borders have been opened increasingly to promote free trade. Nevertheless, marketing is still confronted with psychological borders. For example, dark chocolate sells well in France...
2 min to read
Cross-over teams: International research a la rheingold
At r h eingold , international studies are conducted by so-called cross-over teams. These teams consist of staff from the country where the market research institute is based (in r h eingold s ca...
1 min to read
Best Practise in Advertising
Consumers are influenced by unconscious forces.One should not view consumers as being logical, rational beings. Consumers do not function logically, but psychologically. They cannot be understood acc...
2 min to read
Modern Women
Todays young women have high expectations of themselves. They want to have successful careers, be perfect mothers and housewives, be sexy and clever all at the same time. They "desperately" try to fi...
4 min to read
Discovering the hidden meanings of markets, brands and advertising
Using depth psychological methods and the concepts of morphological market and media research , r h eingold casts a light on the structures, the dynamics and develo...
1 min to read
beauty life
How do women deal with beauty and cosmetics today? Which needs, desires, and longings are concealed behind the usage of cosmetics? What do women want to achieve with "beauty" and how does it alter th...
3 min to read
Chocolate without culture: asocial?
In Italy, it is often nibbled as an accompaniment to an espresso. British mothers love to indulge – but not in front of their children. The French ideal is the pure, plain variety. And in Germa...
4 min to read
Integration without ignoring important cultural differences
r h eingold s cross-cultural approach means that project research managers perform the task of integration and cultural comparison from the beginning to the end of the research process. Internation...
4 min to read
Chinese Culture meets western marketing
In order to understand Chinese consumers and their perception of markets, brands, products and services, it is essential to understand the cultural attitude towards these things. No matter if it&rsqu...
