The rheingold Academy

Training in Psychological Morphology

Psychological Morphology is a theory that was developed at the University of Cologne’s Institute of Psychology by Prof. Dr. Wilhelm Salber. It’s a concept that employs qualitative methods such as depth interviews and reconstructive description. The object of morphological research is to analyse the unconscious perspectives, motivations and decision-making processes that determine how consumers interact with products and media.

Qualitative research is in demand...
 ... because quantitative data such as sales figures and audience ratings - however important they may be - explain little on their own.

The morphological approach enables us to analyse people’s true experiences with markets. It is used to examine and recreate their motivational structures, which in turn explain their decision making processes. Therefore, campaigns can be evaluated and designed to align with the psychologically relevant parameters. Since morphological research explores products, brands and media within their everyday contexts, this approach provides fascinating insights into contemporary culture.

Scientific associations and private institutions have successfully applied the concept of morphological psychology to various topics relating to everyday culture and business strategy. The rheingold Institute is nationally among the leading providers of qualitative research services specialized in morphological psychology.

Please send your enquiries about the rheingold Academy to Dr. Wolfram Domke.
© 2015 rheingold