Develop new things together with your customers


What does a consumer’s day-to-day life really look like? How do they approach products and brands? How would consumers develop a product?

rheingoldCoCreation gives companies an opportunity to witness the consumer realities up close, through the eyes and with the gut feeling of the consumer. This way, a company’s employees can gain a better grasp of their customers, develop empathy and, based on this, set out on completely new paths in market and product development.

InHome ethnographicInterviews

The main core of the CoCreation process consists of InHome interviews of product users (rheingold ethnographicInterviews®) that company employees and rheingold jointly conduct in an effort to gain unfiltered insights into interviewees’ lifestyles. They are assisted by psychologists who draw up a thematic guide and can serve as co-moderators if need be.

The second important module consists of interactive workshops (rheingold consumerClinic®) in which users and employees work together on tasks and share ideas at an in-depth level in the process. The workshops consist of substantive, creative and interactive elements. Through games and shared tasks, employees and users get to know each other, creatively solving problems and coming up with shared visions for the future of the product or brand.

rheingold consumerClinics

The second important module consists of interactive workshops (rheingold consumerClinic®) in which customers, consumers and rheingold employees work together on tasks and share ideas at an in-depth level in the process. The workshops consist of substantive, creative and interactive elements. Through games and shared tasks, customers and consumers get to know each other, creatively solving problems and coming up with shared visions for the future of the product or brand. rheingold’s work.

Working at rheingold

Innovative solutions and strategies

At the conclusion of the CoCreation process, the most important insights are usually identified, condensed and structured. Practice with the user perspective and empathy with customers is strengthened once again. The results are innovative solutions and strategies that understand customers’ needs and wishes and integrate these at a deep level.

Contact and information

Frank Quiring


Frank Quiring, psychologist, is a member of the management board of the Cologne market research institute rheingold. The focus of Frank Quiring's work is on packaging, food / drinks and cultural psychology. Quiring is one of the authors of the rheingold youth studies. Tel .: +49 221-912 777-69 E-Mail: quiring@rheingold-online.de