The rheingold academy

Training as Morphological Market-
and Media Researcher:in

Studying at the rheingold academy

The rheingold Academy offers practice-oriented training in the field of depth psychological impact research to become a Morphological Market and Media Researcher:in. In cooperation with various public and private universities and under the sponsorship of rheingold, the academy offers a compact course of study or part-time study (duration: three modules in two years). Regularly, the training starts in the fall, the next start date is in October 2023.

Flexible entry thanks to new modular system

Now new: individual modules can also be booked and a flexible entry into the study program is possible. For the successful completion of each module there is a corresponding certificate. Entry is only possible in module 1 and qualifies to conduct depth psychological interviews. Only those who have successfully completed all three modules receive the certificate "Morphological Market and Media Researcher".

While studying at the rheingold Academy, students have the opportunity to apply for an internship of several weeks at the rheingold institute. In addition, the certificate "Morphological Market and Media Researcher:in" opens up promising career opportunities. In view of the broad spectrum of market and media research, this professional orientation offers psychologists in particular an alternative to classic activities such as therapy, diagnostics or consulting.

Exploring the motivational structures of consumers

The basis of the training is psychological morphology. With its help, we explore the motivational structures of consumers that explain their behavior. In this way, for example, advertising campaigns can be conceived and evaluated or the design of broadcast formats can be placed on a reliable basis. Since morphological effects research always examines the use of products, brands and media in their everyday context, this approach also provides fascinating insights into our contemporary culture.

Who is the training aimed at?

The training at the rheingold Academy extends over three modules and is aimed at students of the following subjects who, during or after their studies, wish to pursue a career in impact and market research, marketing, communications or media:

  • Marketing
  • Media
  • Market research/media research
  • Graphic/Design

As an in-service training course, it is generally aimed at people from fields interested in gaining an additional psychological qualification:

  • Psychology
  • Business Administration/Marketing
  • Social Sciences
  • Advertising/Communication
  • Media Studies
  • Cultural Studies

You can take these modules at the academy

Module 1: academy basic

Exploration (morphological description and in-depth interviews)
At the end of the first module you will be able to conduct and document initial in-depth psychological interviews.

  • What are psychological phenomena?
  • Describing-learning (of own experience and behavior)
  • Interview learning (of other people's experience and behavior)
  • first presentation of versions and hexagram (optional)

Duration: Two semesters long, ongoing entry possible, starts every year in fall

Module 2: academy advanced

Analyze and evaluate (arrive at results using a system)
By the end of the second module, you will have deepened your interviewing skills and will be able to write your first analyses

    • Media impact in the daily run and constitutional marketing
    • Transfer of descriptions into evaluations
    • Deepening of the work in the methodical version process
    • practice different construction possibilities with hexagrams
    • create a small, prototypical self-study
    • Supervision of conducted interviews

Duration: one semester for graduates of module 1

Module 3: academy professional

Morphological study skills
Plan and implement complete projects, conduct, analyze and evaluate interviews according to all rules of the morphological art.

    • Present results in charts and lecture
    • Fairy tales and myths in the market and media
    • Supervision of conducted interviews and evaluations
    • Small self-study as a final thesis
    • Colloquium or presentation of results as final examination

Duration: one semester long for graduates of module 1 and 2.

The seminars are held on Fridays from 4 p.m. to 7 p.m. each day.

The modular course offers practical and scientifically based training in morphological market and media research. To ensure intensive training, the number of course participants is limited to a maximum of 15.

Your application should include a curriculum vitae in table form and, above all, a letter of motivation. This should show how the planned training fits in with what you have done so far and what you want to do in the future. Please e-mail to Dr. Wolfram Domke(

Costs: The participation fee is € 1,000 plus VAT per module. Students have the possibility to reduce the participation fee through their own interview activities; however, the minimum fee is 240,- € plus VAT per module.

For more than 20 years, rheingold Akademie has been offering a compact course of study or part-time study in morphological market and media research.

Psychological morphology is a theory developed at the Psychological institute of the University of Cologne by Prof. Dr. Wilhelm Salber. Scientific societies and private-sector institutes that work according to the concept of Psychological Morphology are successfully active in the most diverse areas of culture and business. The rheingold institute and the rheingold Salon are among the leading providers of qualitative impact research nationwide.

The lecturers of the training come from the rheingold institute and rheingold Salon, in addition guest lecturers are invited from other institutions of morphological market and media research. Furthermore, lecturers from companies provide insight, for example from radio and television stations or advertising agencies.

For further information on the rheingold Academy and the compact study program, please contact our Academy Director:
Dr. Wolfram Domke(

"Psyche is extended, knows nothing about it."

One of Sigmund Freud's last notes, published posthumously.

The trainee program at rheingold institut

In a 2-year program to become a morphological effects researcher.


The trainee program in detail

In a 24-month program, we train trainees to become morphological impact researchers. Two to three trainees are contracted for each training year. In order to ensure the high qualitative standard of the training, a new training course is launched only every two years.

In the two-year training program we teach the tools of morphological psychology as well as an introduction to marketing and other important aspects of business life. You will learn to explore our culture as well as the cultures of other countries in depth psychology.

During the 16-month Trainee-Basic training, the focus is on conducting in-depth interviews and group discussions, followed by an introduction to the training fields of evaluation, customer support and project organization. If suitable, this is followed by an 8-month trainee master's program focusing on analysis, report writing and presentation. At the end of the two training phases, participants are qualified as project managers.

Our goal is to employ you on a permanent basis after you have successfully completed your trainee training.

You are a perfect fit if you meet the following requirements:

  • Degree in psychology, another humanities or communications field, or in marketing, theater, film & TV.
  • Interest in market, media and cultural research
  • Curiosity and openness for new approaches to topics and issues of our culture
  • Interest in qualitative-psychological methods of social research (ideally first experiences)
  • Very good English skills

In addition to the usual references and certificates, it is particularly important for us to receive a detailed CV and a brief description of why you are applying for the trainee program, what your expectations are and what we can expect from you. We would be pleased to receive samples of your work, for example interview descriptions, excerpts from your diploma or master's thesis or similar.

Please use the form tool at the bottom of the page and upload your documents with

The Academy Management

The director of the training is Dr. Wolfram Domke (Dipl.-Psych.). From 1986 to 1994 Wolfram Domke worked as a research assistant at the Psychological institute of the University of Cologne (chair of Prof. Dr. W. Salber) with research focus on the morphology of culture, everyday life and media. He received his doctorate in 1993.


Director rheingold Academy

Since 1995, Domke has been active as a morphological impact researcher in the market and media sector (for RTL, DRK, DEW, among others). He is a guest lecturer for the central training of the public broadcasters, the Adolf Grimme institute, the University of St. Gallen and a lecturer at the ISM in Dortmund and the Berlin University of the Arts. He has also been practicing as a psychotherapist in private practice since 1995 and is a lecturer in the postgraduate course "Analytic Intensive Counseling".

Apply here!


Here you are (gold)right:

Dr. Wolfram Domke
Head of rheingold Academy
rheingold GmbH & Co. KG
Kaiser-Wilhelm-Ring 46
50672 Cologne, Germany

Please use this form to apply:

Click or drag a file into this area to upload.