Back in 2004, I had the opportunity to work on my first morphological studies under the guidance of Barbara Grohsgart from Transform Germany. At the time I felt confident in my understanding of research methodologies and motivational models, but nothing had prepared me for the thinking behind morphology. It is unique in many respects, from its theoretical foundations to its practical outcomes. It takes a different, holistic view of human motivation.
Jump forward a few years and I’m still fascinated with the morphological approach to motivation. While I often employ other qualitative methodologies and motivational theories (like ethnography, grounded theory and humanistic psychology), morphology remains an important part of the research and strategy toolkit.
Jump forward a few years and I’m still fascinated with the morphological approach to motivation. While I often employ other qualitative methodologies and motivational theories (like ethnography, grounded theory and humanistic psychology), morphology remains an important part of the research and strategy toolkit.
Which begs the question, what exactly is morphological research and strategy? That's a question which is difficult to answer in a sentence, let alone a blog post. So for those of you that are interested, here’s a presentation designed to give you some theoretical background:
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This is a subject of my thesis back in college. My main point is that consumers are not motivated by consumption alone, there are factors like preference and presentation as a product pull for marketing.
Hi Patrick. Thanks for the comment. Have you shared your research findings online? Would like to read them. Nick.
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