GETTING INTIMATE
Intimate and intimidating
Jens LönnekerSebastian Buggert
Kirsten Juchem
Abstract
Eating behaviour is less and less determined by choice, tradition, social class or peer group and more and more driven by each situation and its particular requirements.
This holds true even for the complex and traditional categories of food and beverages, not to mention many other categories of products and services.
Thus, eliciting these patterns will help to understand why certain food and beverage products and brands typically appear in certain eating and drinking situations, and how marketing and advertising can strategically address these situations and their Verfassungen.
Jens Lönneker
Jens Lönneker lives in Cologne and specialises in national and international depth psychology analyses – from basic research and product development to examining advertising activities in the field of food, beverages, scents and print media. As well as this, he publishes articles on youth, media, sponsoring and Verfassungsmarketing® and lectures both in Germany and abroad.
Jens Lönneker was born in Hanover, Germany on 6 November 1957. Upon leaving school, he initially qualified as a banker, then moved on to study psychology at the University of Cologne in 1980. Seven years later, together with Stephan Grünewald, he founded the rheingold Institute for Qualitative Market and Media Research. Today, rheingold is one of the leading institutes in qualitative market research.
Jens Lönneker devotes most of his leisure time to his family. He also enjoys reading and relaxing, as well as being a very enthusiastic marathon runner.
Sebastian Buggert
An expert on the psychology of international markets and cultures, Sebastian also possesses long experience of country-specific research into consumers and consumption.
Sebastian was born on the 24th of February 1969 and trained as a banker before graduating in psychology from the University of Cologne, where he majored in morphological psychology, film and media psychology. He is also a qualified analytical therapist.
Sebastian Buggert has been with rheingold since 2000 and is responsible for international research. Prior to joining the company, he worked as a personnel and management consultant.
Kirsten Juchem
Kirsten specialises in national and international depth-psychological research ranging from basis studies and product development to advertising analysis and is an expert in the field of food, beverages and body care. She has a proven track record in the psychological analysis of international markets and cultures.
Kirsten was born in Cologne on the 11th of November 1963 and trained in business administration before finishing her degree in psychology at University of Cologne, where she majored in morphological psychology.
Kirsten Juchem has been with rheingold since 1999 and is responsible for international research.
In her leisure time, Kirsten enjoys socialising, reading, hiking and DIY.
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