Healthcare & Automotive

Psychology & Design

Cross Academic Approach

Contemporary Holistic

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Morphological institute for research in design-based products and healthcare

We combine Psychological Market Morphology with Design Analysis to an academically founded and versatile instrument for our clients’ projects. Each project decides, how both of our specializations are applied to action, whether together or more single focus.

Both, design-focussed  and healthcare projects, strongly involve cultural, regulatory and complex issues and scenarios to be precisely understood. We proceed systematically to assess the complex picture and the mechanism driving it.

Related work areas extend from employer branding; machines and machine tools to advertising and communication.

Holistic evaluation is not a luxury or niche. It becomes a vital and strategic proceeding to work out actionable results.

Our combined work:
Psychological 
Market Morphology plus Design Analysis

Most effective with projects where the design-based and tangible product dimensions are of strategic value for their market success.


Our established work here is in the automotive area.


With products acting as biographical identity modeling material and markers, design is a key success parameter.

Our 2 Prong Approach provides a contemporary, academically grounded framework to assess the dynamic circle between consumers’ needs and motive based product experiences and preferences, the product DNA style, the impact on design and branding strategies and back to how products impact how we live and feel today and create tomorrow.


Our focus-specific work:
Psychological Market Morphology

Market Morphology is an established, holistic think and work model. “Morphing realities” makes it top contemporary.


Our established work here is in the healthcare area.


Most effective with projects where the complexity and contradictions of the psychological realities interacts with fact-based decision-makings. This makes healthcare area to our key activity field; the changes and the new lead role of psychology with patients’ health and lifestyle.

Healthcare is one of the most prominent areas exposed to the information age changes. In the remodeling of „health“ and „healthcare“ our work expertise is to understand the socio-psychological transition framework for patients, HCP, pharmaceutical companies and payers.

Our approach


We emphasise our 2 prong approach. The classic holistic and in-depth think system of Psychological Morphology fits assessing “morphing” reality. The Design Analysis assesses the strategic paragon role of the image and the tangible dimensions key for identity modelling and digital communicating. A proven, effective synergy.

Healthcare Research


HealthCare is one of the most prominent areas exposed to the information age changes. In the remodeling of „health“ and „healthcare“ our work expertise is to understand the socio-psychological transition framework for patients, HCP, pharmaceutical companies and payers.

Automotive Research


Automobiles are “under construction” from the automakers’ side. The forthcoming changes in energy concepts and autonomous driving reflect the paradigm change of the cultural and practical position and meaning of the automobile. In the current transition period, the traditional dominates, yet the change in attitude is the forerunner to the new product living world.

  • Approach
    Psychological Morphology with Design Analysis is a systematic platform...
  • Design Analysis
    With products acting as biographical identity modeling material and...
  • Market Morphology
    Market Morphology is a holistic state of the art...
  • HealthCare
    Healthcare is one of the most prominent areas exposed...
  • Patient Focus Shift
    “Holistic” and “Ecosystem” are the terms of the time...
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