The exploration of a deeper meaning

Morphological market research

Marketing and media have already become huge parts of our daily lives and their influence is predicted to continue to grow. Key phrases such as “media society”, “globalisation of the markets”, or “digital revolution” make it even clearer that radical changes have already taken place in our culture and more are still to come.

All areas of our culture are faced with the challenge to capture and understand the complex effects and impacts that accompany such changes. Morphological market and media research, an in-depth methodology, offers an approach that can meet such an objective. A unique strength of the morphological approach is that it provides room for flexible hypotheses to be tested based on a strong foundation in the understanding of the human psyche. Therefore, the often contradictory phenomena we are confronted with when we deal with markets and media can be understood in their deeper meaning.

The research concepts of morphological market and media psychology are consistently based on an in-depth psychological theory of mental processes. Based on this theory, a number of specific concepts have been developed that allow us to explore market and media related issues both scientifically as well as when it comes to the actionable insights and recommendations for our clients.
Morphological Research
The whole is more and different than the sum of its parts. Not only Aristotle saw something hidden behind the seemingly obvious. The seemingly obvious often tries to trick us: it doesn‘t want the suppressed to surface, so that the treasures of the unconscious often lie in what people don‘t want to tell or have trouble to express.
Books about Morphology
There are a number of publications on various topics related to morphological market and media psychology (mostly in german language). Here is a small selection:
International Research
How do I sell coffee in Hungary or pain relievers in Brazil? An ongoing challenge for marketing research is how to deal with the many differences between international and even national markets. In order to gather in-depth psychological, yet culturally unique insights, it is important to find an effective balance between research process standardisation and methodological flexibility.
Brands have personalities
Brands, like people, have personalities. We at rheingold work with the techniques of morphological market and media research to explore companies’ and brands’ personalities and images. We do this by analysing the psychological associations and context in which consumers experience products and brands. With this information, we are able to provide detailed recommendations for positioning and advertising strategies as well as for product launches, packaging, and product design.
Customer Satisfaction
Most companies consider customer satisfaction a top priority. However, a happy repeat purchaser is not necessarily a completely satisfied customer. We as humans are constantly unsatisfied; we always want something more. Indeed, it is our endless search for satisfaction that actually fuels our need for products and media.
© 2015 rheingold