The rheingold interview

The heart of our morphological research

The rheingoldInterview® is the heart of our morphological research and much more than a normal in-depth interview. In a two-hour exploration each, the unconscious mental efficacies and influencing factors that determine the behavior of consumers or consumers are uncovered. With often surprising results.

In the deeper layers lies a psychic reality

What people pass off as their opinion in interviews is always the end product of an unconscious processing procedure. In the deeper layers, however, lies a psychological reality that determines our actions and is often clearly different from the quickly expressed opinion. The rheingoldInterview® paves the way to this knowledge. With the morphological in-depth interview, we have developed and constantly refined an instrument for our impact research that gives a complete picture of the experience and behavior of consumers and recipients.

In individual or group explorations, people are encouraged to describe in their own words everything that comes to mind in connection with the topic. The interview thus becomes a joint research journey: In a constantly deepening process, all otherwise buried or not consciously perceived contexts of meaning are explored.

The in-depth interview is not a 'free' exploration

The morphological in-depth interview is the central methodological instrument because it does not restrict data collection to predetermined questions and categories. On the other hand, the in-depth interview is not a 'free' exploration. The execution is subject to explicit rules and presupposes a knowledge of the theoretical background.

With the psychological description, the collected data are subjected to further sifting and evaluation. The aim is to work out a structure underlying all phenomena and to reveal the interrelationships of effects. Through further interrelated analysis steps, descriptive explanatory categories and functional models are highlighted and finally unified into the finished product - the results report.

Due to the contact restrictions during the pandemic, we also increasingly switched to digital video interviews. Although minimal effects are lost as a result, there were also many advantages.

Paul Bremer explains what these are in an interview: