AI meets psychology - interactively experience the future of consumption.

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

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

Consumption study 2025

to the 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 have a significant influence on people's opinions and behaviour.

Politics & Society

rheingold speakers for your event

Our speakers

Consumption study 2025

to the 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.

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'.

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rheingold Insights

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

Between "living well" and "surviving" - how crises show up in the shopping cart

Crises shape everyday life - and the shopping cart. A recent in-depth psychological study conducted by the Cologne-based rheingold Institute on behalf of Unilever shows how consumer behavior changes in uncertain times. Between frugality and moments of pleasure, stockpiling and small luxury products, shopping is caught between the poles of "survival" and "a better life".

rheingold Institute nominated for the German Market Research Innovation Award 2025

The rheingold Institute has been nominated as a finalist for the German Market Research Innovation Award 2025 with the rheingold Avatar Suite. The award recognizes outstanding, forward-looking research tools that open up new avenues in market research.

"I make the world the way I like it" - rheingold study on opinion formation in the digital age

A joint study by the rheingold Institute and the University of Mainz got to the bottom of how users deal with the new media diversity. The research has now been awarded first place for the best journal article in communication science 2024.

Prejudices are increasingly seen as normal

IKK classic has presented a new study on prejudice in collaboration with the rheingold Institute. The results show that prejudice and discrimination have not only increased since 2021. They are also increasingly seen as "normal".

Food upcycling: making side streams successful with the right communication

By-products of food production are a trend; what used to be considered waste is now becoming the basis for innovative products. But communication requires psychological sensitivity.

rheingold Election Study 2025 - "What really moves Germany"

No rescue in sight - helplessness and an explosive mood dominate the election campaign. The mood of many voters ahead of the upcoming federal election is characterized by strong feelings of loss, worry and disappointment with politics.

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.