The hybrid rheingold exploration method rheingoldArena® creates a focus group scenario that generates a potentiation of insights through the live connection of group and chat.
A group discussion is moderated by a psychologist and transmitted live to an online sample. The online participants have the task of commenting on the group events in the arena, i.e., adding to, contradicting, and paraphrasing.
A second moderator of the focus group follows the comments of the online subjects simultaneously and ensures the transfer of complementary topics or rebuttals. Researchers and clients observe the parallel events and can add live impulses.
A circular interaction is created that is constantly inspired and refined, leading to a potentiation of insights.
However, the moderator also gives the online probands concrete tasks. This creates a circular analog-digital interaction that constantly inspires and specifies itself and thus leads to a potentiation of insights.
The premiere of the arena took place as part of a study on the Brand Success Code. During the two-hour arena, 1600 comments and descriptions of the users were generated - including their usage behavior, personal experiences, fascination potentials, trouble spots and special features of the customer journey.
However, the psychological added value of the new method does not only consist in this wealth of experience. In addition, the online participants - freed from the constraints of consensus or listening - can continuously contribute the non-articulated aspects of the focus group. In this way, the arena systematically tracks down the unconscious 2.0.
From an interview with Marcel Beaufils about the rheingold Arena:
Sebastian Buggert holds a degree in psychology and is a member of the management team at rheingold. His research focuses on retail, media, and the service and financial industries. He is an expert in the field of digitalization and has long been intensively involved with the influences or opportunities of digital change both for markets and for qualitative market research.
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