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.

To understand the whole as well as its parts, we explore the conscious and 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 behavior. We have a unique perspective: we analyze 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. Ever thought about your shower as a „Gestalt“-shaping process to transform your body and mind, and set-up the time that follows? Like showers can be dream cleansers, chewing gums can be oral punching balls and MP3-Players ear pacifiers.

Our perspective enables us to apply psychologically relevant change processes to brands, products and media.

Morphological research offers techniques to break the obvious and provides a psychological „map“ of the human psyche in everyday life. Our results aren‘t summaries of what people say, but holistic, yet detailed psychological analyses, translating what is said into what is meant and deliver actionable, inspiring recommendations.

Morphology was developed in the 1960s by Prof. Dr. Wilhelm Salber at the University Cologne, Germany and was originally a therapeutic concept which was later applied to market and media research.

Based on Morphological Psychology, rheingold developed marketing approaches that consistently apply morphological insights to markets, brands, products, advertising and media. Click to read more about Verfassungsmarketing and Cover and Impact Strategy.