Using the Arena to track the Unconscious 2.0.


rheingoldArena®, the new rheingold exploration method, creates a focus-group scenario that potentiates findings through a live linkage of the analogue and digital worlds. A classic group discussion moderated by a psychologist is broadcast live to an online sample. The task for online participants is to comment on – supplement, contradict or paraphrase – the group’s activities in the Arena.

A second moderator sitting in with the analogue group monitors comments by online respondents at the same time and ensures that supplementary topics or objections by the online subjects are carried in to the analogue group. Behind the mirror, researchers and clients can observe not only the group but also, via monitor, the contributions by onliners.

This creates a circular, analogue-digital interaction that is constantly inspired and clarified, leading to a potentiation of findings.

But the moderator also assigns concrete tasks for online respondents to complete. This creates a circular, analogue-digital interaction that is constantly inspired and clarified, leading to a potentiation of findings.


The Arena had its première as part of a study of the brand success code of the Vapiano restaurant chain. During the two-hour Arena 1600 comments and descriptions by users were generated – covering their usage behaviour, personal experiences, fascination potentials, and points of irritation and special features along the customer journey.

Psychologically speaking, however, the added value of this new method lies not only in this wealth of experience. In addition, the online subjects listening in – free from constraints of expected agreement or listening – can continuously contribute non-articulated aspects of the analogue group. This is how the Arena systematically uncovers ‘Unconscious 2.0’.

Contact and information

Sebastian Buggert


Sebastian Buggert, psychologist and member of rheingold management, is an expert in international market and cultural psychology. Country-specific consumer and consumer research round off its activity profile. Tel .: +49 221-912 777-34 E-Mail: buggert@rheingold-online.de