It is an evening about crisis acrobatics, solidarity and the art of transforming crisis energy into new beginnings. At the beginning of the program, Markus Lanz introduces rheingold founder Stephan Grünewald - and finds very appreciative words for his new book "Wir Krisenakrobaten".
Stephan Grünewald's new book "Wir Krisenakrobaten - Psychogramm einer verunsicherten Gesellschaft" sheds light on behavioral patterns and yearnings for redemption in times of upheaval - and what this reveals about us. We are particularly pleased that the renowned journalist Theo Koll accompanied the digital premiere.
In his new book "Wir Krisenakrobaten - Psychogramm einer verunsicherten Gesellschaft", Stephan Grünewald puts the German soul on the couch - and shows how people develop astonishing strategies for self-assertion in the midst of a permanent crisis.
In this current psychological study for the randstad Foundation, we investigated qualitatively and quantitatively which fears, hopes and defense mechanisms people develop when dealing with AI - and why the same technology is used playfully in everyday private life, but is often associated with uncertainty and reticence at work.
The study "AI and the future of work: stress test for leadership and collaboration" by the rheingold Institute for the randstad Foundation shows that companies are relying on the introduction of technological AI, but are underestimating uncertainty, defensiveness and displacement.
How do people assert themselves in a crisis? "Wir Krisenakrobaten - Psychogramm einer verunsicherten Gesellschaft" will be published by Kiepenheuer & Witsch at the beginning of October 2025. It will be presented in a free digital book premiere with Theo Koll on October 9.
Generation Z is looking for stability, meaning and ways to express themselves. If you want to reach this generation, you have to offer more than just products. It's about understanding their deep longings and giving them support with relevant offers.
How a generation is revolutionizing the way we interact with the world and the media - and what brands really need to know now. You can find out all this in our latest social media study.
Trend analysis by our Asia team: Labubu is more than just a quirky plush figure: it meets the central psychological needs of a young generation and masters the grammar of the TikTok economy. Between kawaii aesthetics, object of consolation and silent rebellion, it becomes a symbol for an attitude to life.
In our webinar, we give you psychological insights into America's mental state. Patricia Sauerbrey Colton heads the rheingold USA branch and reports on the fears and desires that move people, away from short-term headlines.
Sustainability is one of the key social challenges of our time. However, from a psychological perspective, it is clear that sustainable behavior is associated with inner contradictions for many people, says psychologist Sabine Loch.
In our webinar, we demonstrate the potential of the rheingold Avatar Suite using the example of the new furniture study "This is how Germany lives". Among other things, you will see a live interaction with the four target group avatars from the furniture study.
The rheingold Avatar Suite enables the creation of individual AI avatars based on basic psychological needs and thus revolutionizes qualitative in-depth psychological market research. Our goal: to bring consumer needs to life and understand target groups more precisely.
What about the sense of unity in Germany? Why are more and more people withdrawing and what do they long for? rheingold researched these questions for the Identity Foundation. Together with the foundation, Stephan Grünewald presents findings from the study.
Continuation of the major Witt study with exciting parallels and differences to Germany. In the Netherlands, too, the 50+ generation feels young on average and can be described as the "now me" generation. More sex and happier relationships: The 50+ generation in the Netherlands loves love!
Sweet Spot thinks strategy from the goal: not as a theoretical concept, but as a powerful decision-making aid in everyday business life. In customized workshops, interdisciplinary teams of psychologists, strategists and digital experts work with participants to develop flexible strategies that can be implemented immediately.
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.
Crises shape everyday life - and the shopping cart. A recent in-depth psychological study conducted by the rheingold Institute in Cologne on behalf of Unilever shows how consumer behavior changes in uncertain times - shopping in the area of conflict between "survival" and "a better life".
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.
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.
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".
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.
The mood of many voters ahead of the upcoming general election is characterized by strong feelings of loss, worry and disappointment with politics. Stephan Grünewald presents the in-depth psychological rheingold election study 2025.
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.
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 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.
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.
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.
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.
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.
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.
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.
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.
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
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.
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.
The crises and challenges of our time influence the eating habits of people in Germany, and eating behavior is a reflection of our society. In our presentation of the Nestlé study "So is(s)t Deutschland 2024", you can find out why young people in particular are under pressure.
How can home office rules be renegotiated, how can team spirit be redesigned? In order to understand this conflict-laden topic even more closely with employees and to secure its strategic decisions, the study tour market leader Studiosus conducted a qualitative study with the rheingold Institute.
Urban development is more than image and public perception. A qualitative rheingold study on the Altenessen district shows how important it is to shed light on the dark sides and at the same time use the potential for fascination for positive development.
Do cities have a soul and can urban development be positively influenced with differentiated psychological knowledge? A study on the inner state of the city of Hanau provides answers.
BVM Berufsverband Deutscher Markt- und Sozialforscher e. V. names Stephan Grünewald, Managing Director of the rheingold Institute, "Personality of the Year 2024". The prestigious award recognizes special achievements in the industry.
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 working beyond official channels and hierarchies. Psychologist and Head of rheingold "Gender&Generation" Birgit Langebartels 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" keynote at ECR Day 2022. "People no longer buy products, but solutions for life issues". You can watch the entire 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 autumn", Germans are wavering between prophylaxis against disappointment and invoking 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.
According to the rheingold study "Active Space", outdoor advertising and OOH communication have a psychological effect like a flirt in the "new outdoors".
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.
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.
According to psychologist Stephan Grünewald, society is currently in a kind of "early retirement". We have the chance to get off the hamster wheel. At best, this will lead to new ideas on how we want 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 working rhythm: working from 9 a.m. to 9 p.m. every day, six days a week. Nowadays, such a working pattern is becoming more and more commonplace in China and corresponds to at least 60 working hours per week. This is not permitted 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.
