Live creation processes with your consumers
What exactly does the reality of consumers' lives look like? How do they deal with products and brands? How would consumers develop a product?
rheingoldCoCreation gives companies the opportunity to experience consumer reality up close and personal through the eyes and gut feeling of the consumer. In this way, our clients gain a better understanding of their customers, develop empathy and, based on this, can break new ground in market and product development.
In-Home and ethnographicInterviews
The core of the CoCreation process consists primarily of in-home interviews with users of the products (rheingold ethnographicInterviews®), which members of the client team conduct together with rheingold in order to gain unfiltered insights into the lived realities. They are supported by psychologists who create a moderation guide and are available as co-moderators if needed.
The second important module is interactive workshops (rheingold consumerClinic®), in which clients, consumers and rheingolderswork on tasks together and bounce ideas off of each other. The workshops consist of content-related, creative and interactive elements. Through games and joint tasks, clients and consumers get to know each other, creatively solve problems and create joint visions for the future of the product or brand.
Innovative solutions and strategies
At the end of the CoCreation process, the most important insights get identified, condensed and structured.. Clients metaphorically step into the consumers’ shoes and gain empathy with their perspectives. The results are innovative solutions and strategies that understand the needs and desires of consumers and integrate them deeply.
Frank Quiring, a graduate psychologist, is a member of the management team at the Cologne-based market research institute rheingold. Frank Quiring's work focuses on packaging, food/beverages, and cultural psychology. Quiring is one of the authors of the rheingold youth studies, which regularly take a close look at the sensitivities, issues and trends of young people.