Morphology is the most modern complete in-depth psychology. In addition to capturing factors close to the conscious mind, it also grasps the unconscious factors of consumer behaviour. In the tradition of Freudian motivation research and Jungian archetypes, compatible in many basic principles with more recent neuropsychology and semiotic approaches, morphological market psychology has developed a multitude of data collection and analysis tools which are suitable for practical use.
Morphology allows a unique transfer of depth psychology to the topics of everyday, cultural and market psychology. As a result, morphological market research produces unique new perspectives and exceptionally profound insights on concrete marketing issues.
The linking of qualitative research, quantitative research and consulting is inherent in morphology from the start.