NEW: The rheingoldSprint®

A valuable tool when budgets are tight. Fast, pragmatic, economical.

Building on existing research and our wealth of experience, we are able to offer a focused research format tailored to individual client needs in a very short amount of time. With rheingoldSprint®, we accompany agile our clients’ agile processes. Research, analysis and the resulting development of measures happen collaboratively, jointly in a team of clients and rheingolders.

Quick answers for the development of products and communication measures

The marketing wheel is turning faster and faster. Campaigns are becoming more complex and at the same time more short-lived brands must permanently adapt to new trends and innovate continuously. High innovation pressure requires agile and interdisciplinary approaches to product development.

The right set-up for every case

Qualitative Quick Checks

• rheingoldGroups® (Focus and Mini Groups)
• rheingoldInterviews® (face-to-face, or remotely)
• rheingold voiceMessagings®
• rheingoldEthnography® (in Home, in Store, in Office etc.)

Supplementary additional modules

• Desk Research
• rheingold socialListening®
• Expert ratings
• Supplementary quant research

Example #1

Pretest with 2 rheingold miniGroups®

(face-to-face or remote)

Quick but by no means dirty. We will recruit two rheingold miniGroups® at short notice, which our experts will moderate either in our studio in Cologne or remotely - we invite our clients to participate, observe and give feedback or content to incorporate in the groups.

Example:
An app was tested with two small groups (4 participants each) for a start-up in Cologne that aims to support people in their daily shopping. We evaluated existing pain points and the app’s ability to offer relevant solutions. In addition, the different features of the app were explored and judged by respondents. Based on this, positioning and communication ideas for the new product were developed in a client workshop.

Example #2

Inspirational insights with 12 rheingold focusInterviews®(face-to-face or remote)

Conducting 12 one-hour video interviews in advance of campaign or product development. Collection of relevant use cases in the product category, identification of insights and currently used services and solutions. Specifically, concrete examples and options are analyzed. Based on this, ideas for positioning and communication for the specific client project are developed

Example

We developed inspirational springboards for campaign development by testing a digital investment tool pre-product launch for a fintech company. An update on current investment mindsets was followed by the exploration of the impact and acceptance of the new tool in the relevant target group. Insights and two core benefits were identified, which served as a starting point for the communication strategy development.

Example #3

Quick check of wordings and spontaneous associations with 20 rheingold voiceMessagings®.

When developing claims, campaign titles, packaging, product names, etc., the chosen wording is crucial for the success of the communication strategy. With rheingold voiceMessaging®, wordings, claims or terms are explored monadically with 10 voice messages per respondenttheir impact is evaluated. Initially, open ideas and personal experiences are explored through the voice messages., Consecutively, these are individually deepened and further asked about via voice messages and then analyzed by our experts. This allows to explore the meaning of different key words and lay the foundation for a reliable decision for or against certain wordings, claims or terms.

Example

As an addition to an extensive packaging test, one of our consumer goods clients was not sure whether the associations and impacts of some terms on the product packaging would appeal to their consumers in a relevant way. Using the rheingold voiceMessaging® tool, we were able to provide answers in a short time, a clear decision and changes to the originally chosen creative route.

Example #4

Analysis of consumer narratives with rheingold socialListening®.

Self-dramatization, echo chambers, opinion shapers. Social media have been developing a manipulative power for years. Influencers, election manipulation, fake news are just a few indications that concern us as researchers and marketeers more and more. At the same time these virtual communication channels now often have more reach and influence than traditional media. And the Corona crisis is further intensifying this trend.

rheingold socialListening® is able to dissect all social media and identify narratives. These provide the basis for the rheingold experts to provide conclusions and recommendations on branded communication following an in-depthpsychological analysis.

Example

As part of our seniors study, a social media analysis was conducted that analyzed the posts, i.e., the public narratives of seniors about aging. Content, language and images were examined to identify how the target group staged the topic of old age themselves, what they wanted to show and what they wanted to hide. Typical narratives could be identified and incorporated into the overall psychological analysis of the project. This provided valuable information for communicating with seniors.