Special Research Services

Morphological Time Sense Research

How to deal with the felt surreal change of the sense of time

Times are changing. And so is the experience of time. The current basic feeling:  The future moves more strongly into the present into a tense simultaneity of divergent time modes.

Both are progressively merging and forming a fluid continuum instead of formerly experienced separate world. Similar to the change of solid in “liquid identities”

This is experienced partly as if it were somehow happening “behind one’s back. And it changes the habits of life and the psychological condition of the majority.

Partly experienced as “New Normal”, partly as strange to “uncanny”. A lingering felt vacuum of the transformation of the everyday life into the next “Design for Living”.

Research Issues

Relevance of Time Sense Research

Time Sense Research reveals the implications of this new way of experiencing time for the collective state of mind, everyday life, and specifically for product use, services, and new demands.

Based on our systematic approach, we are able to identify how these transitions currently function, at which “touch points”, scenarios and moods which turning points and factors are emerging.

This special discipline is unveiling: What is happening “disruptively” today is also upending everyday life: Seasonal rotation, 80s yogurt brands, smartphones, AI, and climate change are happening and living side by side today – all at once.

 

Expertise

The logic of felt time

Research Topics

Morphological Time Sense Research assesses the impact on people living in these multiple time horizons – in terms of their everyday fluidity, values, and visions of the future.

Morphology’s unique competence

To develop innovative ways to understand and proactively manage relevant differences. It analyzes how contemporary time experience, in its dynamics intertwining of all time dimensions, functions and affects everyday life, product use behavior, and needs evolution.

Implementing changing sense of time 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