Special Research Services

Morphological Value Research

How to deal with personal and societal values in the changing current context

Our value research explores what values “accomplish” for people, consumers, institutions and companies, and how they relate to currently moving issues such as climate crisis, sustainability or innovative technologies. This includes understanding their meaning and the “blueprint” that assigns them their specific function.

For a company or an institution, the question arises to what extent it is possible to

For a company or institution, the question is to what extent to accommodate to this new culture of values, to move with it or to distance itself from it.

Research Agenda

Relevance of Value Research

The media show daily: values are great “movers” and “enablers”.

In the current over-complex, unpredictable global environment and reinforced now by Covid-19 the new tremendous impact of “values” shows.

Companies are currently focusing on their “purpose” in terms of benefits addressing people’s concerns and hopes and impart “empathetic” solidarity and alliance with them.

Psychologically, this is a kind of makeshift construction shifting brand, product, corporate culture and world events into an ongoing actionable sustainable vision.

This corresponds to people’s and consumers’ yearning for a conflict-free merging of world healing and consumer lifestyle.

No easy task for both, companies and consumers – given the potential dilemma between talking and doing or value functionalizing. It is firstly necessary to understand values in an unsentimental neutral way. E.g. to examining what is driving the current value priority or so called “value hype”, what is triggering their forcefulness and emotionality with all its twists and turns, their changing popularity and marketability that they may go a different direction than expected.

Psychological Value Aspects

Psychologically significant here is: Values straighten out the inner housekeeping, putting life on track. Attuned values bring order, clarity, understanding and meaning to circumstances.

Values “move” something. They move people and circumstances. Values promise “involvement”: make people feel moved and alive. They can lead to indignation, enthusiasm or even motivated action, initiatives and activism.

Against the backdrop of a decade-long of splintering of lifestyle options they can either address a group or present a unifying picture of the world.

Values present a kind of holistic “self” therapy. They create contoured emotional states, they support personal meaning with activating potential.

Understanding their change dynamics and correspondingly their control mechanisms is a top priority here.

Overall, values with discourses and actions can develop an own momentum beyond even individuals and companies.

Expertise

The logic surfacing in “values”

Morphology’s genuine competence:

It brings structure, or rather: it brings an overall system into this interwoven values agenda.

We are dealing here with a collectively highly current, volatile and controversial agenda. It can turn into a problem, a solution or a strategy. Also for the stakeholders involved.

Values and Framing Approach
Our value framing analyzes values and how they are used within their real-life context for their psychological meaning and functionality. It reveals what is “productive” here and what “master plan” is at work or purposeful for companies.

Implementing values strategically now

As specialists on psychological impact units on key areas of our society, we are experts in tackling and successfully addresses these multifaceted issues for and together with our clients and individual projects.

Understanding the now of tomorrow. Morphology – Holistic logic of change

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