On the run from reality

The confidence of Germans in 2023

About the study

Success through in-depth psychological insights

Really understanding people, successfully positioning your brand and communicating a compelling story - this is a challenge, especially in dynamic times. Consumers are changing rapidly right now. With in-depth psychological market research, digital tools and quantitative methods, we offer you unbiased insights into their mental relationships. We provide you with concrete recommendations for action, for example in campaign management, product development or brand building.

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

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Gender & Generation Unit

Today, genders and generations are fluid. And yet age, life stage and gender have an impact on the perception of products. We understand changing gender images and translate them into a tailored target group approach.

Gender & Generation
Sustainability greenStrategy

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.

rheingold greenstrategy

Gender & Generation Unit

Today, genders and generations are fluid and multi-optional. And yet, age, life stage, and gender affect perceptions of products and markets and must always be thought of as something fundamental and pervasive.

Gender & Generation
Sustainability greenStrategy

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

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.
Cover_Expedition-Insights

Expedition Insights - experience rheingold research live

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

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.
rheingold-cocreation

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.
Continents of markets method rheingold

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'.
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rheingold Insights

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

Dream House Interhyp Residential Study 2023

Interhyp living space study 2023 - the old building becomes a nightmare

Waiting to buy your own home and a clouded view - that's what Interhyp AG's new Wohntraumstudie 2023 shows. The rheingold Institute asked people about their housing situation, their dreams and plans.
Organic carrots

Why the biopipe was no longer allowed to be evangelical

Consumers are ambivalent, wanting to drive SUVs and save the planet at the same time. Brand managers also have to deal with this ambivalence. Stephan Grünewald puts forward these and other theses in the Brand eins podcast "Sustainable Brand Stories.

Depth psychological insights at the planning & analysis Insights 2023 in Frankfurt

The annual meeting for (corporate) market researchers and advertisers. rheingold will be present with a keynote by Stephan Grünewald as well as a booth. We are looking forward to two exciting days at the fair.

On the rheingold couch - how a depth psychological interview works

Sebastian Scheffel from RedaktionsNetzwerk Deutschland turned the pages at the rheingold Institute and let himself be interviewed about his confidence. Here is his report:
Webinar rheingold confidence of the Germans

Press commentary on the study: Germans' Confidence in Times of Multiple Crises

Germany on the run! Disillusioned with politics and society, a large part of the population reacts by fleeing into private happiness.

Germany on the run from reality

A depth-psychological study and representative survey on the state of mind of Germans clearly shows that two-thirds of the population distrust the government and its policies. Confidence in the future seems to be possible only in private.

Why young women shy away from leadership positions

Young women want hybrid and agile work beyond official channels and hierarchy. Birgit Langebartels, psychologist and head of rheingold "Gender&Generation," talks about the new mindset and what companies need to do now.

Conservative roll-back - the hard man returns

We have been observing a conservative rollback in masculinity for ten years now, increasingly manifested by a fascination with authoritarian structures, more or less open sexism, and a return to supposedly outdated role models.

Apple Vision Pro: A psychological look at the soul's needs

Apple has released their long-awaited vision of mixed reality hardware, the Apple Vision Pro. Based on the joint study, Ströer conducted an interview with Stephan Grünewald.
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