The relationship with food has become much more tense, people's expectations of themselves have risen and, at the same time, satisfaction has fallen. These are the findings of the Nestlé study "So is(s)t Deutschland 2024".
In UX research, data is a lot - but not everything. It is also important to move the right emotional levers and motives, to align the guidance precisely with the needs of the users so that the experience feels "right" at every moment and leads to completion. Using the example of a recent study for the aid organization UNICEF, the [...]
How do you appeal to young people and get them excited about a job at your company? How do you find out what really motivates the young generation about employer brands and why some people completely refuse to enter the job market? rheingold has researched these topics for the Joblinge initiative. Together with the IHK Cologne, we present [...]
What motivates people in Germany in view of the major demonstrations? What do they expect from politicians, institutions and companies, and what are they themselves prepared to invest?
How can sustainable packaging be understood intuitively and even sell the product more successfully? The rheingold Institute conducted research on this topic together with Tilisco and Red Rabbit for the brand manufacturers Kölln Müsli, Rügenwalder Mühle, Harry Brot and Milram.
Citizens in Germany long for "people's caretakers" and political representatives who really solve problems. The concept of the "common people" is gaining relevance.
Mental intelligence is not essentially related to AI, says Stephan Grünewald in an article for the Kölner Stadt-Anzeiger. It lacks the transience, the infatuation, the inner contradictions of the soul.
Together with AXA, the rheingold Institute examined the communication journeys of insurance customers. Using very specific qualitative and quantitative methods, practical journey profiles were developed to which marketing can align the various touchpoints in a psychologically targeted manner.
Why do people want to be buried in a forest? rheingold has researched the motives in a psychological-qualitative and quantitative representative study on behalf of FriedWald.
Why are some young people not studying or training and are permanently on career standby? This was investigated by rheingold for the Joblinge initiative.
What longing do people associate with burial in the forest? Do we want to die sustainably in the future? How can we integrate death into social life? This and other questions are addressed by a rheingold study for FriedWald GmbH on the topic of forest burial.
Waiting to buy your own home and a clouded view - that's what Interhyp AG's new Wohntraumstudie 2023 shows. The rheingold Institute asked people about their housing situation, their dreams and plans.
Germans are repressing global crises, feeling powerless and at the same time retreating into private oases of confidence. What do these current study insights mean for consumer behavior and brand perception? How can companies respond to people's withdrawal and displacement?
Consumers are ambivalent, wanting to drive SUVs and save the planet at the same time. Brand managers also have to deal with this ambivalence. Stephan Grünewald puts forward these and other theses in the Brand eins podcast "Sustainable Brand Stories.
The annual meeting for (corporate) market researchers and advertisers. rheingold will be present with a keynote by Stephan Grünewald as well as a booth. We are looking forward to two exciting days at the fair.
Sebastian Scheffel from RedaktionsNetzwerk Deutschland turned the pages at the rheingold Institute and let himself be interviewed about his confidence. Here is his report:
rheingold deepEmotions combines qualitative understanding and implicit, objective emotion measurement and is thus predestined for advertising effectiveness research - especially as a pretest. The tool combines TAWNY's emotion analytics based on state-of-the-art AI and deep learning with rheingold's deep psychological analysis.
Stuck between climate change and war, a large part of the population is disillusioned with politics and society and reacts to the perceived hopelessness by fleeing into private happiness. Presentation of the depth-psychological and representative survey about the state of mind of the Germans in summer 2023.
A depth-psychological study and representative survey on the state of mind of Germans clearly shows that two-thirds of the population distrust the government and its policies. Confidence in the future seems to be possible only in private.
Young women want hybrid and agile work beyond official channels and hierarchy. Birgit Langebartels, psychologist and head of rheingold "Gender&Generation," talks about the new mindset and what companies need to do now.
We have been observing a conservative rollback in masculinity for ten years now, increasingly manifested by a fascination with authoritarian structures, more or less open sexism, and a return to supposedly outdated role models.
Apple has released their long-awaited vision of mixed reality hardware, the Apple Vision Pro. Based on the joint study, Ströer conducted an interview with Stephan Grünewald.
Germans are saturated with technology and feel little need for new applications. From a psychological perspective, a technological-digital epochal change is on the horizon.
Some technological trends catch on - others don't. Why is that and what role does the "human factor" actually play in the technological progress equation? A presentation of the joint study "The Human Factor" by the Cologne-based rheingold Institute and Ströer.
Emotions can provide the decisive incentive to buy at the point of sale. In-depth psychological market research can be used to segment customer groups.
The desire for sustainability stems from a conservative longing. But we can only preserve the world by transforming it. An interview with Stephan Grünewald.
The rheingold Institute is now organized in focus units, which will bundle the professional expertise in three departments in the future. The units are headed by Judith Barbolini, Paul Bremer and Christine Mack.
Stephan Grünewald discusses insights from rheingold research with the German government at Schloss Meseberg - the topics are confidence and changing times.
About the currently quite fertile ground for Quali research, about cooperations as well as smart tools that complement classical methods and how the institute is getting fit for the future.
INSIDE beauty asked market research and communications insiders about the most important trends. In this interview, Judith Barbolini reveals what we should look out for this year.
Marketing professional Johannes Mauss is Chief Marketing Officer and member of the management board at rheingold with immediate effect. He expands the marketing and sales expertise as well as the brand and strategy consulting.
The rheingold institute has conducted a comprehensive study among customers of energy suppliers, deeply investigated and classified their perception and preparation for the "hard winter" and the energy crisis.
Judith Barbolini presented the "seamless consumer" as a keynote at ECR Day 2022. "People no longer buy products, but solutions for life issues". You can watch the whole presentation online here.
In the current situation of the Ukraine war and the energy crisis, the outcome of which cannot be predicted, brands convey stability and confidence, thus becoming a psychological support for people.
How are consumers developing into flexitarians, vegetarians and vegans, what drives them and what hardships do they face? What expectations do they have of manufacturers and retailers?
On the consequences of high inflation, the current crisis management of the German government, Germany's energy consumption, and the psyche and fears of people in times of crisis.
Energy crisis, climate crisis, war and pandemic without end - there is a lot that is unsettling people at the moment. Those in power are trying to calm things down. What is the mood deep in the citizens' souls?
DIY projects are a way for young people of generations Z and Alpha to feel self-efficacious and break free from the Corona blues and the insecurity they feel about the future.
Ahead of what could be a "hot fall," Germans are vacillating between prophylaxis against disappointment and invocation of normality. About the state of mind of an insecure people.
The ticket strengthens social cohesion, trust in the state, and as a bonus you get sustainability on top. This is much more than a transport policy measure.
How will Germans deal with the war in the future - and with an autumn full of worries? The psychogram of a country between reality repression, impudence, readiness to protest - and a great deal of desire for renunciation, which can be charged with psychological added value.
Hybrid working poses major challenges for managers. On this topic, we talk about the essence of four studies on home office and new work in our ExpertClub.
The pandemic was a challenge for many young people. With consequences that continue to this day. This is shown by the results of the rheingold youth study.
The Germans are largely trying to block out the war in Ukraine. After a collective state of shock at the start of the war at the end of February, all efforts are currently being made to evoke normality - a psychological turning point.
After two years of Corona, the Ukraine crisis is now shaking people up. Judith Behmer, Stephan Grünewald and Birgit Langebartels present the results of our own study.
An uncanny fascination: The rheingold institute was commissioned by the Arolsen Archives to investigate the young generation's attitude to Nazi history.
Gen Z is clearly more interested in the Nazi era than their parents' generation, and they associate it with acute social problems such as racism and discrimination.
For years, the rheingold institute in Cologne has been able to assert itself through top rankings in the areas of quality and competence. So also in 2021.
Psychologically, outdoor advertising and OOH communication has the effect of flirting in the "new outdoors," according to the rheingold study "Active Space."
rheingold study on the 2021 federal election: The end of the reassuring "business as usual" intensifies the pressure for change that is already being felt.
Using the example of current studies on gardening and DIY, psychologist Paul Bremer shows what needs people fulfill in activity and how developmental spaces are used.
The pandemic is accelerating awareness of the need for greater sustainability. A change in attitude that is moving ever closer to the point of no return.
Frosch's head of marketing Wolfgang Feiter and the founder of the rheingold institute Stephan Grünewald jointly provide insights into the DNA of the Frosch brand in the webinar.
Reliability and consistency are important signals for consumers in times of crisis. In particular, brands that people have been familiar with since childhood can make use of this tool.
Psychological mechanisms lead to recognizably different behavior than in the first lockdown and thus make it more difficult to comply with the Corona measures. This is the result of a depth psychological rheingold study.
In this video message, Stephan Grünewald summarizes the past and wishes for a switch from the "principle of hope" to the "design mode" for the year 2021.
Families are particularly shaken up by the Corona crisis. Children and parents alike have to adapt to complicated sets of rules, redefine boundaries and freedoms, and find creative solutions.
The hybrid rheingold exploration method rheingoldArena® creates a focus group scenario that multiplies insights through the connection of a live focus group and chat panel.
Despite the Corona crisis, the opportunities for brands are greater than ever. "They are one of the main suppliers of new role models, ideas and innovative solutions. They give consumers inspiration," says Judith Behmer. She was a guest at Screenforce's 2nd Expert Forum 2020, "Economy, Consumer Climate and Marketing: How Corona is Shaping Our Future." Click here for the other expert presentations:
Germany is bracing itself against the pandemic - with major social upheavals. We are observing a corona corrosion, a vacillation between irritation and resignation.
People drink less alcohol in the pandemic and also drink alcohol differently, there is a lack of opportunities to "go steep" - which measures work now.
Stephan Grünewald draws up a psychogram of the crisis in the ZEIT ONLINE podcast. Grünewald explains the paradox of growing anger against the Corona measures and at the same time falling infection figures and describes what effect the social unrest has on politics.
Schumann, Freud and hickeys are just a small selection of personal "in-betweens" that Stephan Grünewald plays with in an interview with Deutschlandfunk.
Young people were thus much more restricted in their tendencies to spread by the Corona crisis than older generations. What we are now experiencing is an abrupt self-liberation of parts of the youth, a new Corona exuberance, which is also understandable.
Heinz Grüne answers what influences the Corona crisis has had on the beverage industry and its brands, and what must now be done differently in terms of advertising.
Repeatedly invited Markus Lanz on 30.04.2020 Stephan Grünewald , who was connected via live video, in his program. The studio guests were: FDP politician Alexander Graf Lambsdorff, the virologist at the Helmholtz Center in Braunschweig Prof. Melanie Brinkmann, the concert promoter Peter Schwenkow and Saxony-Anhalt's Minister President Rainer Haselhoff was also connected.
Suddenly, our old life lies before us in a thousand pieces. Stephan Grünewald, one of the country's best-known psychologists, sees great risks in piecing things together - but also the magic of new beginnings.
Society is currently in a kind of "early retirement", says psychologist Stephan Grünewald. We have the chance to get off the hamster wheel. At best, this would lead to new ideas about how to shape the future.
Gen Z in particular loves TikTok. More than 5 million users already use the app in Germany, and 1 billion worldwide. On average, German users call up TikTok 10 times a day and then spend around 50 minutes using the app.
Companies must redeem their brand purpose in a differentiated and tangible way. The prerequisite for success is that it takes up and transforms an original purpose of the brand.
These days, Gen Z often lives in a sheltered gaming paradise until their mid-20s: More than previous generations, they experience full care and overprotection. Parents are usually tolerant and caring.
Psychologist Birgit Langebartels uses thousands of in-depth interviews to trace how sufferers experience their depression and makes transparent the six steps that contribute to psychological suffering.
Wherever society relies on voluntary behavioral changes and commandments with the character of mere recommendations, this leads to people constantly having to kick themselves in the butt. At the same time, however, when they experience that their neighbors, friends and colleagues behave very differently from the commandments, this creates discontent and annoyance.
NDR 2 is the most popular and widest-reach radio program in northern Germany. With journalistically high-quality and credible news, NDR 2 especially takes on the important role of providing information in everyday life.
From September to December 2019, artworks and objects by the artist Sylvia Barbolini will be on display in the rooms of the rheingold institute. The cooperation is based on the common interest in the depth-psychological dimension of the human being, with which the artist dedicates her works.
Alongside health, a nice home is one of the most important things in the lives of Germans. However, the number of people who want to own their own home has decreased compared with the previous year.
The discussion about the video of the Youtuber Rezo, on the destruction of the CDU, made clear how different younger and older generations are and, above all, communicate.
In the labor market, too, everyone is looking eagerly to Generation Z. It is being hailed as a beacon of hope that will make companies fit for the future.
For the most part, Gen Z has paradisiacal starting conditions. They do not experience the shortages of earlier war generations. They grow up in secure circumstances.
trackle is the product of a Bonn-based start-up company for natural family planning. The winner of the rheingold start-up award has been on the market since fall 2018. Love and sex meet high-tech and digitization here.
Influencers are considered to be particularly close to their followers, equipping them with a high level of credibility, also when it comes to product recommendations. A rheingold study shows that the worship of influencers has pseudo-religious traits.
With regard to user-centric product development, it is enormously important for the digital cooking portal Chefkoch to understand the motivation of its users in as differentiated and profound a way as possible.
Organic food is a growing success story. Germany is the largest organic market in Europe: annual growth rates are between 5-10 percent. However, the pioneer in organic food, the organic specialist trade, is not benefiting from growth to the same extent as the classic food retail trade (LEH).
Recruiting employees has now become a real challenge for many companies. Booming labor markets, declining birth rates and exponentially increasing demand in certain occupational groups are just some of the causes.
The student strikes for more climate protection on Fridays are already part of everyday life in the country. They are peaceful, amicable and even find sympathy in large parts of the adult world.
The name "996-work pattern" refers to an unofficial work rhythm: work is done from 9 a.m. to 9 p.m. daily, six days a week. Nowadays, such a work rhythm is becoming more commonplace in China and corresponds to at least 60 working hours per week. This is not allowed by law.
The Federal Republic is celebrating its 70th birthday. What is the state of mind of the jubilarian? Psychologist Stephan Grünewald detects calm and composure - but also a dangerous seething.
The big 'Gretchen questions' of the students to the adult world are: What do you think about creation? How important are the environment, climate and nature for you? How can a healthy diet be guaranteed for more and more people in this world? Do you care at all about what comes after you? In what condition will we soon have to take over the world from you?
Especially in our overstimulated and overregulated society, the outdoor experience offers people a temporary exit into a pristine world where they can experience the majesty of nature without a digital filter.
Young bodies in their underwear, brightly colored helmets and the loose brushstroke of an educational campaign: "Contraceptives from the bedroom for more safety in road traffic! A media shitstorm brought the Ministry of Transport's helmet campaign a lot of attention - and just as much criticism of the clumsy, silly and everyday sexualization.
Stephan Grünewald, born in 1960, is a psychologist and founder of the Rheingold institute in Cologne. A trained psychotherapist, he is the author of several books, including the bestsellers "Germany on the Couch" and "Cologne on the Couch" (KiWi).
Craft beer has long been a fixture in the German beer market. The infinite number of tastes and nuances conjured up from what are actually very limited basic ingredients impressively demonstrate the innovative power of beer.
Starting in mid-January 2019, the rheingold institute will launch a basic course in which you will learn the fundamental skills of depth psychological exploration.
How carefree can we still wave the black-red-gold colors when the AfD is increasingly instrumentalizing the national flag politically? An interview with psychologist Stephan Grünewald.
To ensure that your influencer marketing does not become a blind flight, rheingold conducts a precise diagnosis of the "inner" psychology" of influencer marketing in the rheingoldShare Study Influencer 2018.
On behalf of RILA Feinkost-Importe GmbH & Co. KG, rheingold, under the direction of Stephan Grünewald, researched the status and opportunities of "remote food" in food retailing.
People's existential longings for care, community, pastoral care, spirituality, redemption, or protection can be positive resources for the church and strengthen people's ties to the church.
What do brands have to fulfill in order for us to trust them? Stephan Grünewald, co-founder of the rheingold institute, answers this question in Markenartikel magazine.
As a concept, constitutional marketing opens the view to the actual competitors, who are not infrequently outside the supposed target groups of a specific product area.
At rheingold, around 45 permanent and 55 freelance employees analyze the unconscious psychological factors and interrelationships of meaning that determine human actions.
The success of brands today depends on five factors. This has been confirmed by rheingold studies over the past 20 years. The starting point for successful brand management is the question of the strategic relevance of a brand.
In order to be able to grasp psychological relationships in their complexity, morphological impact research has highly effective tools at hand in the form of the in-depth interview and psychological description.
In an extensive study initiated by Pascoe Naturmedizin, the Cologne-based rheingold institute has taken a depth-psychological approach to the subject of depression.
How does the Cologne-based rheingold institute actually identify consumers' hidden desires? How do the psychologists find out why the customer reaches for the one brand?
Craft beer has long been a fixture in the German beer market. The infinite number of tastes and nuances conjured up from what are actually very limited basic ingredients impressively demonstrate the innovative power of beer.
There are an infinite number of images and roles that a woman can take on and live today. Women love this diversity and this wealth of life images and at the same time they suffer from it.
