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“Made in Germany”: America’s Fascination with German Products
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.
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.
Cleanliness in Food Retail - What do consumers expect, what disgusts them?
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.
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...
Is this the end of target groups?
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...
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...
Stylish, cultivated meat display
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...
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...
Sponsoring works differently
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...
Modern brand myths and marketing mistakes
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....
Best Practise in Advertising
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...
Modern Women
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...
Discovering the hidden meanings of markets, brands and advertising
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...
Chocolate without culture: asocial?
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...
Psychological representation
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...
The Secret Logic of the Market
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...
Playing the Stock Market: the Thrill of fate
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...
Reduce 2 the max, increase satisfaction
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...
Integration without ignoring important cultural differences
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...
Chinese Culture meets western marketing
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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