Morphological Market Research

Posted by on June 7th, 2007 at 11:01am

okapi.jpgDo you know Okapi? An Okapi is an animal who lives in Kongo, Africa. It looks on the one side like a giraffe and on the other side like a zebra. You can look at the Okapi from different standpoints.

 
One research technique which considers different standpoints is Morphological Market Research. It is a qualitative-psychological approach, which was established in Cologne, Germany about 20 years ago.


Morphological Market Research uses an in-depth descriptive methodology to investigate the importance and significance of products and brands in everyday life. It is based on individual interviews and group discussions. The information that can be associated with a particular subject from a psychological perspective cannot be obtained in a matter of minutes. An individual interview takes approximately 90 minutes.

 
Using research tools derived from morphological methodology, the hidden symbolic and psychological meaning of products and brands can be deciphered along with potential success of certain brands. Morphological market research is based on a deep psychological understanding of consumerism: consumers do not only make decisions according to sensible criteria, they are also swayed by unconscious motive complexes.

 
Consumer behaviour in itself is always full of excitement. It is the place where greed for objects confronts the desire of control; where modern, enlightened views meet the archaic heritage of mankind; where pointed individualism meets an unconscious herd instinct.

 
Entire psychological worlds are present in insignificant and important daily activities such as eating breakfast, driving, reading magazines, surfing the net, or taking a shower. Complete emotional dramas take place within these daily activities.

 
Unlike descriptive, standard qualitative research, the morphological approach does not stop at simply reproducing consumer statements. Based on morphological theory, an analysis is conducted that develops case specific motivational models, target group segments, market structure models and brand analyses. This is how the morphological approach is transformed into a practical strategic tool.

 
Source:  [www.ifm-network.com]


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