The rheingold Avatar Suite enables the creation of individual AI avatars based on basic psychological needs and thus revolutionizes qualitative in-depth psychological market research.
That's what market research with AI can do:
- Bringing consumer needs to life
- Helping companies to understand their target groups more precisely
Researcher Judith Barbolini, a member of the management team at rheingold, is in charge of the development. The system was developed together with AI specialist Repon and is based on a three-dimensional depth psychology framework that maps all basic motive structures and brings individual characters to life with just a few clicks. It combines findings from 35 years of global research with state-of-the-art AI technology.
The innovation offers three core functions
- Generate individualized avatars based on basic psychological needs and industry-specific insights
- Multimedia interface for interaction with personalized avatars
- Live simulation of consumer needs to discover new market potential, evaluation of concepts, brainstorming, etc.
In practical use, companies can develop future scenarios with simulated target groups, generate target group-relevant innovations and explore new markets. The system offers "target groups on demand" with the highest standards of data security, flexibility and scientific foundation.
The rheingold Avatar Suite combines theoretical foundation with practical applicability - a real paradigm shift for qualitative in-depth psychological market research and marketing.
MIA as a representative of the future
The Avatar Suite is a further development of MIA, which some of you have already seen at our rheingold congress. MIA is a digital AI avatar that, as a "representative of the future", provides insights into the consumer behavior of tomorrow. As a representative of the "seamless consumer", MIA can provide amazing insights with her AI-based character. She speaks and reacts like a human in an interactive dialog, bringing together deep psychological influences and digital thinking. In addition to study results, companies can experience live where products and brands should develop in order to remain relevant in the future.
What makes MIA tick: AI meets psychological knowledge
MIA is an autonomous system that accesses a Large Language Model (LLM). It takes into account deep psychological behavior and personality patterns as well as knowledge about the lifeworld of modern consumers. It therefore behaves much more human than persona-centric avatars. The MIA AI personality not only accesses general knowledge, but also specific expectations and mindsets of future consumers. By regularly adapting and updating the insights through rheingold, MIA adapts flexibly to new findings and market data - like a test subject that is continuously being developed.
Nominated for the BVM Innovation Award
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.
Presentation of the Avatar Suite in a webinar
In our webinar (recording) , we demonstrate the potential of the rheingold Avatar Suite using the example of the furniture study "How Germany Lives."
Ismene Poulakos is a journalist and storytelling expert. At rheingold, she is responsible for all publishing activities such as PR studies and the rheingold webinars.
Phone: +49 221-466 828 0
E-mail: poulakos@rheingold-online.de
