Methods

The logic of innovating research formats

Everything of impact is “real” and follows its own logic

Current research formats – from Online, Zoom to Analytics have rapidly established as valid research tools – to understand, reach and motivate people as citizens or customers, organizations and markets. The way people communicate with each other becomes the way we also do with them.


The point here is our own motivations to do so. The research formats provide a feeling of “being connected”, of acting in co-movement, of belonging in keeping up with the times, sharing the times, sharing this “zest of life”. This makes research and the process of doing research “contemporary” and relevant.


These research methods also create a story, a driving image of how products, services or organizations in the way they do things feel lively and “on track”.


This goes beyond the objectives to understand what’s going on “out there” to address customers successfully.

Research Issues

Corresponding content and form

So when it comes to “generating reality” and insights, knowing what is going on out there, what the reasons and driving factors are is comparably relevant to knowing the impact of the different research methods and their combinations.

Same with data. Data even in giant real-time quantities don’t tell the story. “Fake” and “virtual realities” are complex “constructions”. Its our categorizing viewpoints and objectives turing them into “dramatic” or actionable facts.

The information age – also an age of psychology

This conception of “reality” being constructed in the most productive sense is at the core of psychology. It’s the strategy of how things get put together.

The high speed of change, the reversing of priorities and impact where changes could be accepted very quickly and in unexpected ways thus makes looking at the process and modes of change – and with relevant methods a fairly important thing.

Research captures phenomena and their blueprints of daily life, markets and companies

Morphology explains the “being made” of daily life, the re-narration of themes and values, return of pre-rational structures or polarizations.

Expertise

Morphological Psychology – a valid instrument and system of the moment

Morphology explains the how of “being made” in daily life, the re-narration of themes and values or the return of pre-rational structures, unifications and polarizations. It researches the underlying impact patterns, narratives and imageries.
It is also grounded, at home in the psychology of everyday life of cultures. Insights are based on the specifics of life, or of concrete product design, materials – “the soul of things”.

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