From diagnosis to prognosis
In order to be able to grasp psychological relationships in their complexity, morphological impact research offers highly effective tools, specificallythe in-depth interview and psychological description. In addition, rheingold has developed numerous methods and tools that complement each other effectively - qualitatively, but also quantitatively, analogously.digitally and as hybrids
The focus is on the rheingold interview
What people state as their opinion in interviews is the end product of an unconscious processing procedure. The morphological rheingold interview opens the way to the psychological reality "behind the scenes". In a two-hour exploration, the unconscious mental efficacies and influencing factors that determine human behavior are uncovered. With often surprising results.
In individual or group settings, the in-depth interview explores the mostly unconscious psychological contexts that determine the behavior of consumers and audiences. The interviewee is encouraged to describe in theirown words everything that comes to mind in connection with the topic. The interview becomes a joint research journey, but is not a free exploration. Conducting and analyzing the interview or focus group is based on the framework morphological market research provides.
Discussions with the rheingoldGroups
Group discussions are a highly sensitive diagnostic instrument that allows insights into complex psychologically relevant structures of the market. For our work, the rheingoldGroups are a field of expression for conscious and unconscious dimensions of meaning. The mood in the group, the dynamics of conversation (sometimes even drama) as well as specific group phenomena reflect the secret logic and rules of the market.
Integration of qualitative and quantitative methods
rheingold has many years of experience in the integration of qualitative and quantitative studies and tailors solutions to the research objective at hand. The basis is sound qualitative-psychological research, while the quantitative integration allows to extrapolate and quantify results for statistical predictions.
The qualitative part ensures that psychologically relevant questions are used for the quantitative survey and categories, personas, drivers etc. identified in the qualitative are well represented through the quantitative phase. Our objective is to uncover and describe the contextual “story” that our insights and the quantitative data provide together.
Our goal in the qualitative-quantitative cooperation is to transfer the high quality of the qualitative-psychological rheingold study into quantification. This is achieved by the precise design of the measurement instrument, i.e., questionnaire construction and item formulation, and the uniform, holistic interpretation of all data.
Paul Bremer explains the methods of the rheingold institute:
Up close and personal with rheingoldEthnology
Whether guerilla research, mystery shopping, shadowing or site & situational observation - ethnographic tools are an important part of our market research. We accompany consumers where they actually consume and use products and services. The morphological analysis after clarifies how people navigate an overly complex range of products or select information, for example.
