The rheingold institute in Cologne and San Francisco · A rheingold study becomes an inspiration,...

The rheingold institutein Cologne and San Francisco

Added Value through In-depth Psychological Market Research

2The rheingold institute in Cologne and San Francisco – Added Value through In-depth Psychological Market Research

The Truth is often a surprise.

We look “behind the façade” of markets, cultures and target groups to uncover the real motives, secret logics, functional principles and impact mechanisms by consistently applying our unique Morphological approach.

Morphological research is a scientific approach with roots in Psychoanalysis and Gestaltpsychology. Developed in the 1960s by Prof. Dr. Wilhelm Salber at the University Cologne, Germany, it is systematically applied to market and media research since the 1980s.

Experienced and specially trained psychologists use the two hour rheingoldInterview™ as the key to explore and understand the underlying reasons for consumer behavior.

Exploring the Deeper Sense


Tailored to Create Depth


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We open perspectives. Inspire. Stay immersed.This way, rheingold research is often the starting point for new success stories.

The rheingold institute in Cologne and San Francisco – Added Value through In-depth Psychological Market Research

In a world of big data, consumer behavior seems completely transparent. Usually hidden behind all this complex data stay the deeper and relevant reasons for consumer behavior.

rheingold‘s research projects uncover the underlying meaning behind these facts and numbers. The vivid, visual and often surprising insights and connections open up to new strategic next steps.

A rheingold study becomes an inspiration, a starting point for concrete measures.We are not only here for you in the research process, but can also accompany you in the process of implementation to achieve your objectives.

Big Data – Deep Sense – Big Success


The Rotbäckchen-Recipe

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Research plus analysis plus a shot of strategic finesse

= 800% plus in revenue, plus the brand award


The Strategy-Plus for Rotbäckchen

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TaskHow can one revive a stale and old-fashioned brand that is attached to a schoolmarmish grandmother image traditionally used to force feed sick kids?

Process Foundational Study Brand Success Code Strategy Concept

Recommendation Three Pillar Strategy

Soul – Body – Mind.

ResultYou know it already…


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Psychological market understanding is the basis for strategic success.


Our Continents of Markets


The Secret Logic of Categories

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Our“Continents of Markets“

Our numerous research projects overarching various categories enabled us to develop a visual representation of markets –The “Continents of Markets”.

Understand market mechanisms

Define positionings Develop strategies Understand consumer

satisfaction


Our Strategic Research Fields


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Knowing the secret message of a brand helps it succeed.


The Brand Success Code

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Learn about all the relevant aspects of your brand and guide it towards success, towards its brand career.

This includes the brand analyses of: Career/development/history Positioning Strategic relevance Coherence of the overall presence and communication Brand specific success code

This all-encompassing analysis allows you to optimize your brand so that it will break through the clutter in your market.


TaskStrengthening the brand “Frosch” (frog) and development of line extensions

Process Foundational Study Brand Success Code Strategy Concept

Insight “Secret Message“ Frosch embodies the licence to be lazy

Results Development of the product “Oase (Oasis) Air Freshener” Market leadership in the segment of air fresheners Credible brand extension from the consumer perspective

Since When Do Frogs Clean?


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Markets follow the pleasure principle.

Decoding secret longings and societal trends for successful positioning.


TaskFurther reader relevant optimization of the successful magazine “Landlust” (“country delight”)

Process Communication Testing Brand Success Code Strategy Concept

Insight Market and Trend Analysis Positioning of Landlust as a counteroffering to the

readers‘ fast paced everyday lives Landlust highlights the special in the seemingly

simple

ResultsExceptional market entry. Circulation of nearly one million today.

The Longing for Traditional Values


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rheingold research does not only solve the big challenges. Many of our projects every day are copy tests, brand checks, communication analyses …


Our Operational Impact Research Fields


The rheingold institute in Cologne and San Francisco – Added Value through In-depth Psychological Market Research 20

UsingL.U.C.A.S for successful advertising.Innovative Ad Impact Tool connecting qualitative and quantitative research

360 Degree Research – L.U.C.A.S. connects qualitative and quantitative research 2 rheingoldGroups™, 12 rheingoldInterviews™ 211 nationwide Online-Interviews Customizable definition of success criteria Testing of various ad formats at the same time Benchmarking Direct comparison with competitors Evaluation within semantic differential Tailored evaluation Monadic process Integrated reporting Extensive recommendations Economic Quick turnaround within about 4 weeks


How Does L.U.C.A.S. Work?

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Crossing borders meansunderstanding cultures.International Research


Markets are as diverse as the cultures they grow in. Accordingly, products and communication measures have to account for the peculiarities of markets and cultures. But first of all, they need to be understood.

We conduct our research worldwide, dive into the depths and answer the culture and market questions relevant for successful positionings.We develop the promising strategy in collaboration with you.

How Does a Product Work in Other Cultures?


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What comes next:Support for clear decisions


Our researchers and marketing experts get deeply immersed in your brands, products and markets and help develop relevant measures and accompany implementation.

Detailed analysis of research topics regarding relevance and feasibility within the company

Development of concrete measures from strategic positioning questions up to realization

Definition of a medium and long term communication strategy as a guide for future marketing, communication and advertising decisions.

The smooth move into the next stepsrheingoldBridging™


“Working with rheingold means

revealing something hidden about my

consumers.“

Ulrich Toholt, Landlust

“Working with rheingold means

revealing something hidden about my

consumers.“

Ulrich Toholt, Landlust

“rheingold helps us find the drivers to focus on for our

international business …“

Jörg Grünwald, NIVEA

“rheingold helps us find the drivers to focus on for our

international business …“

Jörg Grünwald, NIVEA

“ …rheingold always opens up new

perspectives on things ...“

Nadja Ohlendorf, Bonduelle

“ …rheingold always opens up new

perspectives on things ...“

Nadja Ohlendorf, Bonduelle

“… rheingold’srecommendations for

our business are exceptional…“

Egbert Miebach, Deutsche See

“… rheingold’srecommendations for

our business are exceptional…“

Egbert Miebach, Deutsche See

Why You Can Trust Us…


This is the rheingold institute:

100 employees (45 full-time, 55 freelancers) Approx. 3000 in-depth interviews each year Worldwide studies and projects Offices in Cologne and San Francisco Field facility in Cologne, worldwide facility partners 4 brand awards for our clients Landlust, Frosch, NIVEA and

Rotbäckchen Hundreds of big and small brands that strike successful new paths with us

rheingold in Numbers


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Selection of our Clients


More from rheingold

rheingold Expertise

Every year, rheingold conducts about 7,000 two-hour explorations on various topics of everyday life.We explore markets, media and culture.This knowledge grew to a treasure trove of experience covering various themes. From very intimate human discoveries over politics to every day culture.We naturally consistently update our understanding of consumers worldwide. We know their wishes, fears and secret longings. We know what is hot and what is out.

This knowledge is in a condensed way part of every rheingold research project.


Thank You!



rheingold GmbH & Co. KGKaiser-Wilhelm-Ring 4650672 Cologne

Phone +49/(0)221-912 777-0Fax +49/(0)221-912 777-55

E-Mail [email protected] www.rheingold-marktforschung.de

rheingold USA LLC1 Sansome Street, Suite 3500San Francisco, CA 94104

Phone +1-415-400-9969

E-Mail [email protected] www.rheingold-marketresearch.com

How we work/Appendix

Methodology and Study DesignThe research process


Total of xxx hours – based on xy rheingoldInterviews™plus the time needed to organize the project and monitor our cooperation partners to ensure they adhere to rheingold‘s standards of quality

1st - 2nd week 3rd week 3rd - 5th week 5th week 6th - 7th week 8th week

Organizing the study

Field organization

Development of thematic guide

Recruiting ofrespondents

25 hrs xy x 2 hours xy x 6 hours 2 x 4 hours with xy psychologists 1 x 40 hours 1 x 3 hours1 x 3 hrs with

xy psychologists

Psychologiststeam brief

Personal briefing by project manager(and clients)

Team jointlyoptimizes explorativestrategy

rheingoldInterviews™

Trusting atmosphere

Depthpsychological setting

Understandmarkets from the consumer‘sperspective

Analysis

Analysis of hidden motives

Analysis of relevant factorsthat influence behavior

Analysis sessionrheingold

insightGenerator™

Analytical examinationwithin the team

Joint consolidationand insight extraction

Final analysis/written report

Compileinsights

Clarify open questions

Illustrativedepictionof findings

Presentation of findings

Comprehensivepresentation

Exciting, inspiring

Marketing-relevant andactionable

Optional:rheingoldBridging™

Deepeningof key results relevant to marketing

Development of communi-cation strategy guide

Flexible im-plementationpartnering

= Client participation possible

PR/Marketing Services

We help our clients get the most out of their research findings with a range of PR services including brochures, flyers, press conferences and classic PR work.We will help you work out how to best utilize and publicize your research. We will also provide you with support from beginning to end, as part of a complete package or set of individual measures, whatever you prefer.


The rheingold institute in Cologne and San Francisco · A rheingold study becomes an inspiration,...

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