Future Study 2021: How Germans Look Towards the Future

Germany between being stuck in the presence and creative powers unfolding within a small radiusTwo-thirds of Germans are anxious about the future of society. A lack of trust in the country…


Baumarkt und Gartencenter - Studie

DIY and gardening - sources of self-efficacy

DIY and gardening - sources of self-efficacy DIY stores and garden centers bundle emerging spring energy – after months of standstill and the melting away of resilience, people want…


rheingold_wie Covid-19 changes market research

Mindfulness: Conducting qual amid the COVID-19 pandemic

Mindfulness: Conducting qual amid the COVID-19 pandemicConsumers have been sensitized by COVID-19. Mindful moderating allows qualitative researchers to reveal fresh insights exposed…


rheingold Marken - als Wegweiser des (neuen) Alltags

Brands – as signposts of the (new) everyday life

Brands – as signposts of the (new) everyday life The Corona crisis challenges brands to reposition themselves and make intelligent use of the dynamic environment. This is not only a matter…


rheingold-Die neue Hörigkeit

The new obedience – how advertising in podcasts works best

The new obedience – how advertising in podcasts works bestPodcasts as a media format can generate a high level of loyalty and attachment among their users; reinforced by the “inner…


Men's study rheingold

The Return of the Machos

#metoo – an alarm for menToday, nearly one-third of men would be what one could call the ‘lapdog type’, the Cologne rheingold institute has discovered in a depth-psychological study of…


Mediennutzung in China

Media usage and brand perceptions in China

Like a school of fishThere are fundamental differences in the way young adults China and Germany between the ages of 18 and 24 years use media, perceive brands and view advertising. Frank…


Rheingold GenZ Shopping

Shopping of Gen Z - First Class and Second Hand

Shopping of Gen Z - First Class and Second Hand The purchasing behaviour of Gen Z is at first glance very contradictory. On the one hand, they have no problems with having the cola bottle…


Generation Z - TikTok: Hot or not?

Why TikTok is so exciting for the young Especially The Gen Z loves TikTok. More than 5 million users already use the app in Germany, and 1 billion worldwide. German users call TikTok on…


Generation Z – adolescence

When life gets a subject lineGeneration Z moves one’s own growing up more strongly than the topic of generation conflict, which is more difficult to manage today than in the past.…