Psychologically speaking, media vehicles are typical enablers of transformations and Gestalt shaping processes, not only information channels. The newspaper in the morning or the favorite TV show at night, media help us through the day and shape Verfassungs. When we analyze media morphologically, we explore the interplay of people and media and extract how media are embedded in people`s daily routines. We find out what roles they play in the course of the day, where they facilitate, help or hinder, so that we can conclude which media and which content fits when, where and why.

Twitter, for example, gives us immediate presence in the world. We feel as if we have VIP access to everything. It helps us get back into a group when we feel left out and lets us feel changed and empowered while real life seems more difficult.

Harry Potter, on the other hand, is not only a genius fantasy tale, but a true development aid. We see our lives reflected in Harry‘s challenges and discover the real in the movie and the fantasies in us. We learn that there are multiple perspectives on everything and are allowed to explore a world where we are not forced to make sense and are allowed to dream.

Our job is to reveal the psychological functionalities of media so that we holistically understand their contribution to the overall experience of products and brands in media. This enables us to recommend the best way to get through to the consumer and leave a psychologically relevant impression. Our media analyses usually involve media channel definitions, programming and content analyses and the psychological evaluation of media planning.