rheingold : Publications : Markets

3 min to read

“Made in Germany”: America’s Fascination with German Products

When are Americans fascinated by German products and when do they get skeptic? What do you need to know when entering the US Market as a German company? Patricia Sauerbrey Colton speaks about opportunities and limitations.

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3 min to read

Rheingold consumerClinic - Private Treatment to Better Understand Target Groups

Heinz Grüne describes one of rheingold's popular stakeholder workshops, the consumerClinic.

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4 min to read

Food Scares: Afraid to Indulge!

Spoiled meat, imitation cheese or composite ham: Food industry scares seem to represent a very recent phenomenon. But do food scares really impact consumer behavior or are they simply hyped by the media? Jens Lönneker explains the psychological background.

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4 min to read

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.

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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.

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5 min to read

Taboo Food - Cool Food

Why new fears, norms and taboos have arisen around food and beverages, and why these are becoming increasingly important for marketing, shows Kirsten Juchem in our study "Taboo Food - Cool Food".

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1 min to read

Awakening the dreamer within

Using analysis of spots from the 2011 Super Bowl, Patricia Sauerbrey Colton explores the benefits – and dangers – of ads that tap respondents’ subconscious reactions.

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7 min to read

Cleanliness in Food Retail - What do consumers expect, what disgusts them?

An in-depth psychological study conducted by rheingold on supermarket cleanliness from the fish counter through to the chill cabinets.

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3 min to read

rheingold nominated for ESOMAR’s 2008/09 Excellence Award

rheingold has been nominated for ESOMAR’s 2008/09 Excellence Award after presenting its international research project ‘ Intimate and Intimidating – Understanding Trends and Pattern...

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4 min to read

We’ve blown it – the credit crunch has burst an illusory bubble and left us standing on the brink of a black hole

As the speculative bubble burst so did a way of life. Indeed, more than just a disaster in financial terms, the collapse provides a poignant symbol for the failure of a shared vision: the notion that...

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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...

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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...

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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...

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9 min to read

Is this the end of target groups?

The good old target groups have finally run their course – they have nothing useful left to offer. The fact is that today’s consumers are fickle creatures with multiple personalities whos...

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2 min to read

Challenges Facing Future Communication

In a current study, rheingold and BBDO Campaign Düsseldorf show that ways of dealing with consumers have to change. The core findings: society is on the verge of a paradigm shift, moving...

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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 ...

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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...

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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...

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2 min to read

Trade fairs viewed psychologically: coming together and interacting

The question as to the psychology of trade fairs is somewhat misleading. One could also just as well ask: what else besides psychology plays a role when it comes to trade fairs? Without psychology, o...

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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...

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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 "...

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2 min to read

Sponsoring works differently

r h eingold carries out qualitative research and analysis of phenomena relating to markets, consumption, media, advertising, and culture. On the one hand, it does research for commercial enterprise...

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2 min to read

Focus groups - Conducted by qualified personnel, focus groups make the psycho-logic of markets and brands transparent.

Focus groups are an integral component of qualitative market research. However, they still have a reputation of being deficient instruments, viewed as an economic "mini-plebiscite." The r h eingold...

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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...

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1 min to read

Modern brand myths and marketing mistakes

The crisis of the brand today is a crisis of marketing. Since one no longer understands the function of brands and markets, one is fleeing to a belief in modern brand myths and trendy patent recipes....

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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...

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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...

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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...

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11 min to read

Psychological representation

A main task of market research is to obtain basic knowledge that can be employed in making strategic marketing decisions. And marketing wants to be able to rely on this basic knowledge. Psychological...

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1 min to read

The Secret Logic of the Market

Marketing doesnt have it easy. It is confronted with ever-changing, emotionally laden realities. Products and usage styles come and go; brands develop and change their gestalt and position in the mar...

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2 min to read

Playing the Stock Market: the Thrill of fate

The roller-coaster ride of the stock market is becoming increasingly appealing to Germans, exercising a fascination similar to bungee jumping and white-water rafting. For buying shares is more than j...

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3 min to read

Reduce 2 the max, increase satisfaction

At first glance, „Reduce to the max“ is a successful price strategy implemented by discount stores: maximum profit with a minimum range of products and minimum prices. German retail disc...

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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...

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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...

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“Made in Germany”: America’s Fascination with German Products

Rheingold consumerClinic - Private Treatment to Better Understand Target Groups

Food Scares: Afraid to Indulge!

Cross-Culture Approach

Make Lemonade - America and the financial crisis

Taboo Food - Cool Food

Awakening the dreamer within

Cleanliness in Food Retail - What do consumers expect, what disgusts them?

rheingold nominated for ESOMAR’s 2008/09 Excellence Award

We’ve blown it – the credit crunch has burst an illusory bubble and left us standing on the brink of a black hole

Fat and Informed? We long for a return to clear rules about eating.

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

Psychological Impacts of Health Claims – Talk at the ILSI Symposium

Is this the end of target groups?

Challenges Facing Future Communication

Light, easy to digest, transportable

Stylish, cultivated meat display

Pretests of advertisements, placards, advertising spots, and packaging using the Message Tuning Concept (MTC)

Trade fairs viewed psychologically: coming together and interacting

Television as a 'pharmacy for feelings'

Shopping viewed psychologically

Sponsoring works differently

Focus groups - Conducted by qualified personnel, focus groups make the psycho-logic of markets and brands transparent.

Is buisness local or global? The rheingold answer: it´s glocal

Modern brand myths and marketing mistakes

Best Practise in Advertising

Discovering the hidden meanings of markets, brands and advertising

Chocolate without culture: asocial?

Psychological representation

The Secret Logic of the Market

Playing the Stock Market: the Thrill of fate

Reduce 2 the max, increase satisfaction

Integration without ignoring important cultural differences

Chinese Culture meets western marketing

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