What Rheingold institut does

Rheingold Institut is a Cologne-headquartered, privately held B2B market research consultancy specializing in depth-psychology-based qualitative consumer research. Founded in 1992 by Stephan Grünewald and operating as rheingold GmbH und Co. KG (with Jens Lönneker also identified as founder/owner in supplementary sources), the firm serves primarily large enterprise brand and corporate clients, with secondary work for political parties and institutions. It runs approximately 5,000 in-depth interviews annually worldwide and maintains offices in Cologne, San Francisco, and Shanghai to deliver cross-cultural research internationally.

The firm's core technology blends traditional tiefenpsychologische (depth-psychological) methodologies with proprietary AI tools. The flagship is the rheingold Avatar Suite — an AI-powered dialogue system developed since 2021 that simulates psychological depth interviews — complemented by rheingold deepEmotions, which integrates TAWNY's deep-learning emotion analytics with Rheingold's qualitative analysis for advertising pre-testing. The broader portfolio includes hybrid research formats (Arena, ConceptLab, CoCreation, Expedition Insights) and proprietary frameworks (Brand Success Code, Continents of Markets) built on accumulated cross-industry depth research over three decades.

Revenue flows from quote-based, multi-year professional-services consulting engagements with enterprise clients; pricing is not publicly disclosed and the firm operates with 11–50 employees and no external institutional investment. In 2024, the firm implemented a three-person C-level structure (Jana Baum as CEO, Judith Barbolini as COO, Paul Bremer as CSO) while founder Stephan Grünewald and other partners refocused on content and client work. Distribution is sales-led direct B2B engagement, supported by a content-and-thought-leadership ecosystem comprising the rheingold Akademie, a Speaker Bureau, recurring publications, free webinars, and an online shop for syndicated studies.

Name

Rheingold institut

Legal name

rheingold GmbH und Co. KG

Website

https://rheingold-online.de

Company type

Private

Founded year

1992

Operating status

Operating

Headcount range

11–50 employees

Short description

Rheingold Institut is a Cologne-based B2B market research consultancy that combines depth-psychology methodologies with proprietary AI tools to deliver qualitative consumer insights for enterprise brands, advertisers, and political institutions across Europe, the US, and Asia.

Ownership category

akta.pro rank

Product category

Qualitative Market Research

NAICS

Marketing Research and Public Opinion Polling (54191), Marketing Consulting Services (541613), Management Consulting Services (54161)

SIC

Services-Management Consulting Services (8742)

akta.pro primary industry

Market Research & Consumer Insights (BPAHALAA)

Keywords

• Qualitative market research
• Psychological consumer insights
• Depth psychology research
• Brand strategy consulting
• Consumer behavior analysis

Headquarters

HQ city

Köln

HQ country

Germany

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Others

Revenue model

1. Qualitative Market Research Services: B2B consulting services including depth psychological market research, brand strategy, campaign guidance, and product development consulting. Revenue generated through custom research projects and ongoing client engagements.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels8 records

Core offering

Rheingold Institut is a B2B qualitative market research consultancy that applies depth-psychological methods combined with proprietary AI tools (Avatar Suite, deepEmotions) to deliver consumer insights for brand strategy, campaign management, and product development. The firm conducts roughly 5,000 in-depth interviews, focus groups, immersions, and ethnographies per year for enterprise clients worldwide.

Product overview

Rheingold Institut offers a comprehensive psychological market research platform combining qualitative deep psychological research with quantitative methods and proprietary AI tools. The portfolio includes the core rheingold Avatar Suite (AI-powered dialogue system for agile deep research), supported by specialized features: deepEmotions (emotion measurement combining AI analytics with psychological analysis), Expedition Insights (immersive workshop format), ConceptLab (real-time concept testing), Arena (hybrid focus group with chat integration), CoCreation (consumer perspective experience), Brand Success Code (brand strategy framework), and Continents of Markets (market mapping methodology). The company conducts approximately 5,000 in-depth interviews annually using methods including interviews, focus groups, immersions, and ethnographies.

Differentiator

Problem solved

Functional benefit

Brands

• rheingold Avatar Suite: AI-powered tool combining psychological depth with AI-based dialog systems for faster, more accessible insights in market research.
• rheingold deepEmotions
• Expedition Insights
• rheingold ConceptLab
• rheingold CoCreation
• Brand Success Code
• rheingold Arena
• Continents of Markets

Products and services

• rheingold Avatar Suite AI-powered research tool that combines psychological depth with AI-based dialogue systems to deliver faster, more connected, always-available market research insights for B2B clients.
• rheingold deepEmotions Tool that combines qualitative understanding with implicit, objective emotion measurement for advertising effectiveness research (especially as a pre-test), integrating TAWNY's AI and Deep Learning-based emotion analytics with Rheingold's depth psychological analysis.
• Expedition Insights One-day workshop format that brings market research to life, allowing client teams to experience hands-on consumer connection and gain 'aha moments' alongside Rheingold researchers.
• rheingold ConceptLab Real-time creative concept development and testing platform where conceptual ideas are tested and iteratively optimized in parallel using focus groups and depth interviews.
• rheingold Arena Hybrid exploration procedure that creates a focus group scenario with live connection between group discussion and chat, generating amplified insights.
• rheingold CoCreation Consumer experience platform that allows companies to experience consumer reality from the perspective and gut feeling of consumers themselves.
• Brand Success Code Strategic brand strengthening methodology built on five success factors validated by Rheingold studies over 20 years, addressing strategic brand relevance and market laws.
• Continents of Markets Psychological market differentiation methodology developed from thousands of investigations across dozens of industries to map and conquer markets.

Quantifiable outcome

• Approximately 5,000 in-depth explorations conducted annually worldwide

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability5 records

Feature9 records

Partnerships

One partnership is on record.

• TAWNYcoreTechnology or IntegrationTechnology partnership for the rheingold deepEmotions tool. TAWNY provides AI and Deep Learning-based emotion analytics which rheingold integrates with its depth psychological analysis for advertising effectiveness research.

Scale indicators3 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• Sinus Markt- und Sozialforschung: German qualitative/sociological research institute with a similar psychographic segmentation approach. Directly comparable in method (depth interviews, milieus) and target enterprise/policy clients in Germany.
• Psyma GmbH: German boutique specializing in qualitative market research and consumer insights, including psychographic and international studies. Closest head-to-head competitor on qualitative depth work for German brands.
• ZOE Market Research / Z Consulting: International qualitative boutique focused on consumer psychology and cross-cultural brand research — very close methodological match to Rheingold, including global footprint.

Broad incumbents

• GfK (Growth from Knowledge): Germany-rooted global market research incumbent now part of NIQ. Overlaps with Rheingold in consumer research, brand tracking, and media studies, but at vastly larger scale and a quant-led portfolio.
• NielsenIQ (NIQ): Global consumer measurement and insights giant. Competes indirectly through its qualitative/consumer understanding extensions and adjacent brand analytics offerings.
• Forrester Research: Global research and advisory firm serving enterprise marketing and product leaders. Comparable in serving enterprise strategy needs but delivers syndicated reports and advisory rather than bespoke psychological research.
• Ipsos: Global market research leader with deep qualitative, brand, and advertising effectiveness practices. Competes for the same enterprise brand/marketing budgets from a much broader portfolio perspective.
• Kantar: World's largest marketing insights and brand consultancy. Competes on brand strategy, campaign effectiveness, and consumer understanding — overlapping with Rheingold's premium positioning but at global scale.

Emerging players

• Quantilope: AI-powered consumer insights platform combining automated quant research with AI-generated qualitative depth. Represents the emerging AI-native competitive vector to traditional qualitative boutiques.

Others

• TAWNY: AI/deep-learning emotion analytics provider that is already a technology partner to Rheingold (via deepEmotions). Relevant adjacent player — could become competitor if it expands into full consumer insights offerings.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/rheingoldkoeln
• Facebookfacebook.com/rheingoldmarktforschung

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Rheingold institut