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Between "living well" and "surviving" - how crises show up in the shopping cart

Crises shape everyday life - and the shopping cart. A recent in-depth psychological study conducted by the Cologne-based rheingold Institute on behalf of Unilever shows how consumer behavior changes in uncertain times. Between frugality and moments of pleasure, stockpiling and small luxury products, shopping is caught between the poles of "survival" and "a better life".

rheingold Institute nominated for the German Market Research Innovation Award 2025

The rheingold Institute has been nominated as a finalist for the German Market Research Innovation Award 2025 with the rheingold Avatar Suite. The award recognizes outstanding, forward-looking research tools that open up new avenues in market research.

"I make the world the way I like it" - rheingold study on opinion formation in the digital age

A joint study by the rheingold Institute and the University of Mainz got to the bottom of how users deal with the new media diversity. The research has now been awarded first place for the best journal article in communication science 2024.

Prejudices are increasingly seen as normal

IKK classic has presented a new study on prejudice in collaboration with the rheingold Institute. The results show that prejudice and discrimination have not only increased since 2021. They are also increasingly seen as "normal".

Food upcycling: making side streams successful with the right communication

By-products of food production are a trend; what used to be considered waste is now becoming the basis for innovative products. But communication requires psychological sensitivity.

rheingold Election Study 2025 - "What really moves Germany"

No rescue in sight - helplessness and an explosive mood dominate the election campaign. The mood of many voters ahead of the upcoming federal election is characterized by strong feelings of loss, worry and disappointment with politics.

Between self-reference and a sense of community: ASB study reveals motives for engagement

In order to promote volunteering, it is important to know the psychological levers. Six central motives for volunteering show how the aspirations of potential volunteers can be specifically addressed.

MIA - rheingold's AI avatar enriches psychological research

MIA is a digital AI avatar that, as a "representative of the future", combines advanced technology from Repon with the in-depth psychological expertise of the rheingold Institute. In this way, MIA provides valuable insights into the consumer behavior of tomorrow.

Study on "GenZ 2024" - young people under the cloak of invisibility

Young people repeatedly complain that their world is breaking down into irreconcilable bubbles. The VCI study shows that they are very afraid of making themselves vulnerable in front of everyone on social networks.

Kitchentown and rheingold cooperate on food product development

Cooperation with KitchenTown - development of innovative food products

The innovation service provider KitchenTown and the rheingold Institute are cooperating. Food manufacturers benefit from the strategic partnership through psychological analysis expertise combined with development and implementation power.

The rheingold Congress as pure poetry

Dominic Macri is a performance artist, slam poet, actress and psychologist. The German-speaking team champion in poetry slam used her poetic recording to touchingly summarize the rheingold congress on stage.

Strategy development with sweet spot - depth psychology meets agile implementation

With its "Fluid Strategy", the joint venture between the rheingold Institute, the digital agency Gerhard and Alexander Kiock offers flexible, data-driven strategies that are based on unconscious behavioral patterns and can be implemented as quickly as possible.

Balance between grief and financial effort

How should the farewell to loved ones be organized? How much money should be spent on this? How are decisions made about how and where a burial should take place? Answers to these questions can be found in the "Last Path" study, which FriedWald conducted with the rheingold Institute in summer 2024.

That was the rheingold Congress 2024

The rheingold Congress 2024 in Cologne was all about the "New Logic of Life". Here are photos and videos from our event.

rheingold Congress: Insights into the balancing act of consumers

The rheingold Congress 2024 is characterized by major social upheavals and the influences of AI. planung&analyse spoke to Judith Barbolini, member of the management board of the rheingold Institute, about the consumer of the future.

Fear of social decline promotes right-wing populist attitudes

The fifth edition of the study series "How we really live" 2024 has now been published on behalf of Philip Morris Germany. The results show that individual fear of social decline in particular plays a central role in the emergence of populist attitudes.

Theo Koll interviews Stephan Grünewald on the state of society

Grünewald also explains the loss of trust in politics with the "bickering" within the government. From a psychological point of view, bickering is different from arguing. Disagreement is always about a change of perspective. Disagreement opens up perspectives and seeks a productive solution in the form of a compromise

Witt study: How the 50+ generation loves and lives

The 50+ generation loves and lives much more freely and uncompromisingly than the generations of the same age before them. "Men only outpatient, no longer inpatient": 57% of female singles in the 50-70 age group do not want a relationship.