Understanding people
Our Range of Research Services
Our Range of Research Services
The morphological motive structure is a sophisticated road map to understanding people and their motivational contexts in relationship to products, brands and relevant issues in general.
With consumer durables, and in particular with automobiles, life-stage scenarios and brand choices are highly juxtaposed to the cultural contexts of car ownership relevance, life value and style identification.With healthcare, people are not “consumers”, they are patient-citizens. Illness, treatment, socio-biographical lifestyle habits and cultural norms are tightly interwoven. Life stories and non-conscious factors merge to a long-term pattern which to undo means also taking away solutions and joy in life.
Currently both, the flux of identities and lifestyle diversity on the one hand, standardization and Western value search and orientation are nearing to two central life forces, almost black-and-white and with the quandary of new-old world integration. On the one hand diversity, on the other hand harmonisation:
Psychology deals with the structures driving experience and behavior, structures are the building blocks perceiving and coping with life. And change might be a stylistic and behavioral one, but the person might remain the same character. To understand the ratio here is critical for through, reliable conclusions and predictions.
It also provides the matrix for deriving target groups, product concepts and brand strategies.