Marketing doesnt have it easy. It is confronted with ever-changing, emotionally laden realities. Products and usage styles come and go; brands develop and change their gestalt and position in the market; the forms and formation of advertising impact on daily life and prompt one to takes sides or provoke bitter opposition. In this changing, confusing reality, marketing should take measures targeted to precise aims.A knowledge of the "laws of motion" and the principles governing the function of markets and products, brands and means of advertising is a decisive prerequisite for adopting exact measures and effectively intervening in market activity. Here morphological market psychology comes into play. As a consistent psychological and qualitative research instrument, it makes the (secret) logic of market structures and developments transparent. The aim of every morphological research project is to gain a total understanding of the function of market phenomena.