We explore what moves and motivates people. We dig - research - where others don't even look. And thus decipher the secret logic of the market.
OUR
FUNDAMENTALS
We consider ourselves to be rational and reasonable beings: But we usually are not! Because: Our actions, our decisions, and our experiences are often influenced by unconscious and irrational motives. Nevertheless, our behavior and experience can be meaningfully deciphered and thus also influenced. Depth psychology specializes in exactly this. In the meantime, there are providers who claim to work with depth psychology or even with morphology. This is not always true!
Qualitative approaches differ.
The open conversation is common to them – but the evaluation is carried out on different foundations:
Cognitive approaches (such as Maslow's hierarchy of needs) look for specific, mostly fixed, and cross-industry motives and needs.
Linguistic approaches primarily use language analysis, including emphasis, pauses, 'uhs' and 'ums'.
Semiotic approaches interpret signs, culturally and personally across the board
Some providers of qualitative approaches combine the conversations with apparatus-based methods (skin resistance measurements, eye tracking) – but their evaluation is not always theory-guided.
Morphological depth psychology
... always takes into account language observations and language interpretations like the linguists,
... decodes the codes and signs like the semioticians,
... and looks for the special, unconscious motives, which are different for each industry – as a differentiation from cognitive psychology.
What does rheingold salon actually mean when they talk about this unconscious? Does it even exist?
The unconscious is not some buried childhood trauma. Rather, we are unaware of the contexts of meaning and structure, the overdetermination by culture and personal socialization, and the ever-present tensions within us. As humans, we can simultaneously want and not want something – like smoking, for example. Wanting to protect the climate and still flying on vacation…
The morphological approach reconstructs this tense context of meaning between such measurable phenomena and statements! This is how we decipher the unconscious, motivational, and irrational.
Morphological psychology was developed at the University of Cologne by Prof. Salber.
Do you want to know more about it? We are happy to explain this, if necessary, also in a small theory and methods workshop. No matter who you work with, always ask about the underlying theory. Gut feeling and experience are in any case not theories. And without theory, there is no meaningful and high-quality research.
