Depth psychology powered by AI. The rheingold Avatar Suite brings target groups to life.

Understanding Impacts. Impacting Business. Psychologically.

Truly understanding people, successfully positioning brands, and communicating a compelling story: With depth psychology market research, quantitative methods, and our own AI tool Avatar Suite, we offer genuine insights into psychological effects. We provide our clients with concrete recommendations for action, for example, on campaign management, product development, or brand building.

More than 30 years of experience, around 5,000 in-depth interviews conducted each year, and a highly qualified team of psychologists ensure powerful solutions for your business.

Understanding Impacts. Impacting Business. Psychologically.

Gain a competitive edge in today's fast-evolving business landscape by harnessing our expertise in psychological and cross-cultural market research. With over 30 years of experience, conducting over 5,000 in-depth explorations (e.g. interviews, focus groups, immersions, ethnographies) annually worldwide, our seasoned team of psychologists equips your business with actionable insights. Navigate dynamic consumer changes with confidence, receiving tailored recommendations.we decipher human minds for psychologically relevant strategies, products, brands and campaigns seamlessly integrating AI, digital tools, and quantitative data.

With offices in Germany, San Francisco and Shanghai, we can't wait to wrap our heads around your business challenge.

Request a free consultation

Your US Contact:

Patricia Sauerbrey Colton
Managing Partner, rheingold USA
Email: colton@rheingold-online.com
Phone: +1 415-400-9969

Contact our Offices in Germany and China here.

rheingold LLC
Institute for Qualitative Market and Media Research
1 Sansome Street, Suite 1400
San Francisco, CA 94104

Study "AI and the Future of Work: Stress Test for Leadership and Collaboration" by the rheingold Institute for the Randstad Foundation

AI in the workplace: fascination vs. fear

Companies are focusing on introducing AI technology, but underestimating uncertainty, resistance, and denial. This can slow down necessary development. Our study for the Randstad Foundation reveals hidden resistance and solutions for companies.

TO THE STUDY

rheingold speakers for your event

Our experts enrich your events with psychological insights into consumer behavior, society and innovative topics of the future. They will provide you with practical perspectives and inspiring ideas based on the latest research.

Our speakers

Five optimistic signals for brands

The crisis situation remains. At the same time, our depth psychology research at the rheingold Institute is showing initial signs of a shift in sentiment from fearful stagnation toward a "time of awakening." What does this mean for brands?

TO THE ARTICLE

rheingold Politics & Society

The rheingold Institute researches long-term trends and basic psychological constants that significantly influence opinions and behavior. This enables companies, political parties and institutions to develop sustainable strategies and respond specifically to fears and desires.

Politics & Society

AI in the workplace: fascination vs. fear

TO THE STUDY

rheingold speakers for your event

Our speakers

Five optimistic signals for brands

TO THE ARTICLE

rheingold Politics & Society

With its research, the rheingold Institute focuses on long-term trends and recognizes basic psychological constants that have a significant influence on people's opinions and behaviour.

Politics & Society

The rheingoldFeatures

The following in-depth psychological and digital rheingold methods and tools help you understand the secret logics of consumer behaviors to jointly develop pinpointed marketing measures.

rheingold deepEmotions - Understanding and measuring emotions

Rethinking Advertising Research - emotions as the fuel of action

Expedition Insights - Research as an experience

The one day workshop “Expedition Insights” is market research at your fingertips and brings your team in touch with consumers.

rheingoldConceptLab - Creative concept development in a team in digital times

The concept ideas are tested in parallel in focus groups and in-depth interviews for their (market) suitability and iteratively optimized to meet the sometimes unconscious wishes of consumers.

rheingoldCoCreation - Looking through the customer's glasses

rheingoldCoCreation gives client teams the opportunity to experience consumer realities up close and personal through their eyes and gut feelings.

Brand Success Code - Strengthen brands

The starting point for successful brand management is to explore the strategic relevance of the brand. Successful brand management and assessment requires to understand the uniquely relevant rules of the category.

More features

The rheingoldFeatures

Over time, we have continuously optimized our own rheingold methods and tools and supplemented them with digital and agile elements. You will only find that with us.

rheingold deepEmotions

rheingold deepEmotions combines qualitative understanding and implicit, objective emotion measurement and is thus predestined for advertising effectiveness research - especially as a pretest. The tool combines TAWNY's emotion analytics based on state-of-the-art AI and deep learning with rheingold's deep psychological analysis.

Expedition Insights - experience rheingold research live

A day of "aha" moments - together with rheingold, your team researches up close with the consumer.

The rheingoldConceptLab

rheingoldConceptLab. Creative processes run in real time and are tested and optimized in parallel with the focus groups and in-depth interviews.

Revealing the unconscious 2.0 with rheingoldArena®

The hybrid rheingold exploration method rheingoldArena® creates a focus group scenario that multiplies insights through the connection of a live focus group and chat panel.

Strategy consulting

The strategy afterwards. With rheingoldBridging, you work out with our experts how to proceed after a study.

rheingoldCoCreation - Looking through the consumer's eyes

The rheingoldCoCreation gives companies the opportunity to experience this firsthand through the eyes and guts of the consumer.

Strengthening Brands - The Brand Success Code

The success of brands today depends on five factors. This has been confirmed by rheingold studies over the past 20 years. The starting point for successful brand management is the question of the strategic relevance of a brand.

Conquering Markets - The Continent of Markets

Thousands of studies from umpteen industries have enabled us to develop a psychological differentiation of markets - the 'Continents of Markets'.

More features

rheingold Insights

rheingoldInsights - articles, studies and publications based on our in-depth psychological qualitative market research.

Trade fair for market researchers succeet 2026 with rheingold

rheingold at succeet26 – with a booth and live sessions

On March 18 and 19, 2026, the insights industry will once again gather at succeet at the RheinMain CongressCenter in Wiesbaden. The rheingold Institute will have its own booth this year and will also present two program items on the rheingold Avatar Suite on stage.

The crisis situation remains. At the same time, our depth psychology research at the rheingold Institute is showing initial signs of a shift in sentiment: we are moving out of the "perceived extra time" (retreat, wait and see, conservation) and into a "time of awakening."

From crisis standstill to awakening in 2026: Five optimistic signals for brands

We are moving out of "extra time" (retreat, wait and see, conservation) and into a "time of awakening." From passive observation to greater self-efficacy, pragmatism, and willingness to take responsibility. What does this mean for brands?

When narratives beat facts: Lessons from the jungle camp

Gil Ofarim's participation in the jungle camp initially sparked controversial reactions. He himself seemed surprised that he was allowed to stay, while his jungle flatmates dwindled episode by episode. Carsten Schneider has the psychological explanation.

Agile in-depth research with the rheingold Avatar Suite

Rheingold began experimenting with AI back in 2021. Today, the rheingold Avatar Suite is an AI tool for market research that meets our high standards: combining psychological depth with AI-based dialogue systems to make insights faster, more connectable, and available at any time.

Stephan Grünewald on Markus Lanz (November 6, 2025):

It is an evening about crisis acrobatics, solidarity and the art of transforming crisis energy into new beginnings. At the beginning of the program, Markus Lanz introduces rheingold founder Stephan Grünewald - and finds very appreciative words for his new book "Wir Krisenakrobaten".

"We crisis acrobats - a psychogram of an insecure society"

A book about the art of crisis acrobatics

In his new book "Wir Krisenakrobaten - Psychogramm einer verunsicherten Gesellschaft", Stephan Grünewald puts the German soul on the couch - and shows how people develop astonishing strategies for self-assertion in the midst of a permanent crisis.

AI in the world of work: fascination meets fear of replaceability 

The study "AI and the future of work: stress test for leadership and collaboration" by the rheingold Institute for the randstad Foundation shows that companies are relying on the introduction of technological AI, but are underestimating uncertainty, defensiveness and displacement.

Stephan Grünewald's new book is published: "We crisis acrobats"

How do people assert themselves in a crisis? "Wir Krisenakrobaten - Psychogramm einer verunsicherten Gesellschaft" will be published by Kiepenheuer & Witsch at the beginning of October 2025. It will be presented in a free digital book premiere with Theo Koll on October 9.

GenZ between uncertainty and longing for stability - what does this mean for consumption?

Generation Z is looking for stability, meaning and ways to express themselves. If you want to reach this generation, you have to offer more than just products. It's about understanding their deep longings and giving them support with relevant offers.