Like the morphing technique used in films, morphological psychology studies the structures of our psyche and aims to understand the transitions, the metamorphosis of our mind.
Morphological psychology increases the effectiveness of research and marketing strategy because of its understanding of human behaviour.
[citation needed] When Professor Salber, a scholar of Anna Freud, researched human motivations ("why do people think and do what they do"), he analysed everyday lives and activities (Grauer Alltag) including behaviour like shaving, eating, cleaning and dressing.
[5] Its conceptual framework builds on Freud's concept of Gestalt psychology: finding the systems and logic that impact creation and re-creation.
In analysing these "psychological worlds", description seeks to grasp the movement of the phenomenal forms,[7] which then have to be transformed into explanatory reconstructions through several intermediary steps.
[citation needed] Morphological psychology has been used widely to understand social issues and to develop strategies for behaviour change.
[9] Dr. Christoph Melchers is credited with the establishment of morphological psychology in market research with the formation of Institut fur Marktpsychology (ifm), Freiburg in 1979.
[citation needed] A fundamental part of morphological psychology application is the inclusion of in-depth, one on one interviews of 90–120 minutes.