The rheingold institute in Cologne and San Francisco · A rheingold study becomes an inspiration,...
Transcript of 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
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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
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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 rheingold institute in Cologne and San Francisco – Added Value through In-depth Psychological Market Research
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.
The rheingold institute in Cologne and San Francisco – Added Value through In-depth Psychological Market Research
Our Continents of Markets
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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
The rheingold institute in Cologne and San Francisco – Added Value through In-depth Psychological Market Research
Our Strategic Research Fields
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Knowing the secret message of a brand helps it succeed.
The rheingold institute in Cologne and San Francisco – Added Value through In-depth Psychological Market Research
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.
The rheingold institute in Cologne and San Francisco – Added Value through In-depth Psychological Market Research
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.
The rheingold institute in Cologne and San Francisco – Added Value through In-depth Psychological Market Research
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 …
The rheingold institute in Cologne and San Francisco – Added Value through In-depth Psychological Market Research
Our Operational Impact Research Fields
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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
The rheingold institute in Cologne and San Francisco – Added Value through In-depth Psychological Market Research
How Does L.U.C.A.S. Work?
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Crossing borders meansunderstanding cultures.International Research
The rheingold institute in Cologne and San Francisco – Added Value through In-depth Psychological Market 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
The rheingold institute in Cologne and San Francisco – Added Value through In-depth Psychological Market Research
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™
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“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…
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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
The rheingold institute in Cologne and San Francisco – Added Value through In-depth Psychological Market Research
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.
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Thank You!
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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
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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.
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