Impact
Qualitative research must be judged by what is different after it. The industry still remembers the counter-example: New Coke won two hundred thousand taste tests in 1985 and lost the market — no questionnaire had a field for what the brand meant. Here are four stories of our own in which the why came first. The numbers came after.
01 — Trill · Culture & brand study
Living-room interviews revealed what no owner talks about openly: some birds never fulfilled the hope they were bought with — they never grew tame, the bond never formed. You may not admit that to yourself, and giving the bird away is out of the question. The conflict resolved itself in the food aisle: not the best food, but the second-best. The bird should be well — but its life should not be prolonged unnecessarily.
This answer appears in no questionnaire. There is no box for “I regret my budgie”.
Impact — The brand strategy was aligned with the real rather than the professed love of animals.
02 — Kettle chips — product development for Intersnack
From the first idea to the 2012 launch, depth-psychological research accompanied every stage: concept, name, positioning, pack design. The result was the first premium positioning that worked on the crisps shelf.
Impact — 500% growth in the first year — and a premium segment that moves the market to this day.
03 — funny-frisch — campaign development for Intersnack
Research and strategy shaped the campaign with footballer Bastian Schweinsteiger — from storytelling to claim; Lukas Podolski joined in 2017. The line — “That's not lustig, that's funny” — puzzled at first and became Germany's best-known crisps claim.
Impact — Market leadership within a few years.
04 — Vorwerk — brand architecture
A new architecture ordered the brand: Vorwerk as the umbrella, beneath it Kobold, Thermomix and Flooring. Direct sales grew to include e-commerce, social media and some 80 brand shops — the brand was freed from its own dust.
Impact — Four record years in a row; Marken-Award 2015, German Marketing Prize 2017.
Voices
“I have just read the entire Ergo cover story and I am thrilled. It is deeper, more precise and more original than I had even hoped. It graces our paper — and will provide matter for debate well beyond the industry.”
“rheingold salon stands for qualitative market research at the highest level, with a remarkable sensitivity for depth-psychological connections, turned — with great practical sense and dedication — into operationally and strategically valuable recommendations.”
“Working together is fun and leads to usable results. What more could you want?”
“I have been working with Ines Imdahl and Jens Lönneker for more than ten years. What has always impressed me is the professionalism combined with positive energy and passion. Beyond that, we have always managed to turn the depth-psychological findings into concrete courses of action.”
“Professional and reliable — but above all incredibly inspiring! That is a rare combination and a joy every single time.”
“rheingold salon does not stop at the analytical results but goes a step further, delivering executional recommendations for optimisation as well as strategic food for thought. Add a high degree of flexibility and a good dose of charm.”
“Ines is everything you could wish for in a researcher: she understands your business and how research shapes business decisions, has enough distance to see the topics from a different, consumer-relevant angle and, not least, the creativity and deep psychological insight to deliver new findings and solutions for the company.”
“Demanding a women's quota is one thing — but tracing the depth-psychological inhibitions within women themselves: that is rheingold salon's core competence.”
“In her presentations, Ines Imdahl is perfect at linking the psychological dimension of consumer behaviour with concrete strategic recommendations.”
“I greatly value the insights Ines brings to the table on the strength of her profound knowledge and skills. Whenever we completed a project, all questions were answered, clear recommendations given and the next steps defined. Ines played a major part in the success of many advertising campaigns, product concepts and packaging designs.”
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Voices translated from the German originals.
The unconscious knows no industry borders. The same conversations that explain a bird food decode insurance, energy and media — from global corporations to trade associations.
Over 172 clients, sixteen industries, one method.
Which question does nobody at your company dare to ask?
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