Morphological Research

Understanding the whole as well as its parts

Morphology was developed in the 1960s by Prof. Dr. Wilhelm Salber at the University of Cologne in Germany. It was originally a therapeutic concept that was later applied to market and media research. Morphology has roots in Gestalt psychology and Psychoanalysis. It even acknowledges some of Aristotle’s’ wisdom by understanding the “Gestalt” or the shape of the whole as something greater than the sum of its parts. In order to understand the whole as well as its parts, we at rheingold use morphological psychology to explore both the conscious as well and the unconscious productions of the human psyche and explain their interplay.

Morphological Market and Media Research, our holistic in-depth psychological research approach, provides the scientific framework to understand what drives consumer perceptions and behaviour. We have a unique perspective: we analyse how products, brands and media shape people and provide them with a “Gestalt”.
In addition, we shed light on the overall functioning and the psycho-logic. For example, taking a shower is a „Gestalt“-shaping process: it washes off the sleep state and helps you get into a “working mode” or it can be the first step to set-up a date night.

Our perspectives enable us to apply psychologically relevant change processes to brands, products, advertising and media. Morphological research offers techniques to break away from the obvious and provide a psychological “map” of the human psyche in everyday life. Our results are not summaries of what people say, but rather holistic, yet detailed psychological analyses, translating what is said into what is meant. This allows us to develop marketing approaches that deliver actionable and compelling recommendations.
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