Study: What makes GenZ 2024 tick

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.

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 3500
San Francisco, CA 94104

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. Through our research, we identify unconscious fears, desires and driving forces. After all, these have a decisive influence on behavior.

Politics & Society

MIA enriches rheingold research

MIA is a digital AI avatar that, as a "representative of the future", combines advanced technology from Repon with the in-depth psychological expertise of the rheingold Institute. In combination with rheingold's wealth of knowledge, MIA provides valuable insights into the consumer behavior of tomorrow.

More about MIA

How the 50+ generation loves

The Witt Study 2024 shows that the 50+ generation loves and lives much more freely and uncompromisingly than the generations of the same age before them. Women in particular are experiencing a new level of emancipation in the second half of their lives and are defending their freedom.

to the Generation 50+ study

rheingold greenStrategy

Companies face the challenge of implementing sustainability in a way that suits them and is an investment in the future of the brand. With the rheingold greenStrategy, you can explore all the opportunities of sustainability and start implementing it with three tools.

rheingold greenstrategy

rheingold Politics & Society

With its research, the rheingold Institute focuses on long-term trends and recognizes basic psychological constants that significantly influence people's opinions and behaviour. Through our research, we work out people's unconscious fears, desires, driving forces and influencing factors. Because these are the main factors that determine behavior.

Politics & Society

MIA enriches rheingold research

More about MIA

How the 50+ generation loves

to the Generation 50+ study

rheingold greenStrategy

Companies face the challenge of implementing the topic of sustainability in a way that suits them and is an investment in the future of the brand. With rheingold greenStrategy, you sound out all the opportunities of sustainability and go into implementation with three tools. Sustainable success with a clear green line!

rheingold greenstrategy

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.

rheingold Arena - Hybrid exploration

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

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.

Between self-reference and a sense of community: ASB study reveals motives for engagement

In order to promote volunteering, it is important to know the psychological levers. Six central motives for volunteering show how the aspirations of potential volunteers can be specifically addressed.

MIA - rheingold's AI avatar enriches psychological research

MIA is a digital AI avatar that, as a "representative of the future", combines advanced technology from Repon with the in-depth psychological expertise of the rheingold Institute. In this way, MIA provides valuable insights into the consumer behavior of tomorrow.

Study on "GenZ 2024" - young people under the cloak of invisibility

Young people repeatedly complain that their world is breaking down into irreconcilable bubbles. The VCI study shows that they are very afraid of making themselves vulnerable in front of everyone on social networks.

Kitchentown and rheingold cooperate on food product development

Cooperation with KitchenTown - development of innovative food products

The innovation service provider KitchenTown and the rheingold Institute are cooperating. Food manufacturers benefit from the strategic partnership through psychological analysis expertise combined with development and implementation power.

The rheingold Congress as pure poetry

Dominic Macri is a performance artist, slam poet, actress and psychologist. The German-speaking team champion in poetry slam used her poetic recording to touchingly summarize the rheingold congress on stage.

Strategy development with sweet spot - depth psychology meets agile implementation

With its "Fluid Strategy", the joint venture between the rheingold Institute, the digital agency Gerhard and Alexander Kiock offers flexible, data-driven strategies that are based on unconscious behavioral patterns and can be implemented as quickly as possible.

Balance between grief and financial effort

How should the farewell to loved ones be organized? How much money should be spent on this? How are decisions made about how and where a burial should take place? Answers to these questions can be found in the "Last Path" study, which FriedWald conducted with the rheingold Institute in summer 2024.

That was the rheingold Congress 2024

The rheingold Congress 2024 in Cologne was all about the "New Logic of Life". Here are photos and videos from our event.

rheingold Congress: Insights into the balancing act of consumers

The rheingold Congress 2024 is characterized by major social upheavals and the influences of AI. planung&analyse spoke to Judith Barbolini, member of the management board of the rheingold Institute, about the consumer of the future.