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: Industrieübergreifende Wachstumschancen

Cross-industry growth opportunities – taking advantage of the increased importance of sports and outdoor industry

Cross-industry growth opportunities – taking advantage of the increased importance of sports and outdoor industry New corona and lockdown experiences create new motivations and needs in…


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…


rheingold Webinar Corona and Purpose

Corona and purpose

How brands can become a lighthouse in times of crisis. 11 theses on the ‘New Normal’.The Corona crisis is different from other crises because it completely turns our everyday…


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…