Cooking with Goethe: Gaining Insights and Foresights Through Cultural Patterns in Everyday Life

Across individuals, cultures or target groups, Psychological Morphology describes how habits, emotions, visuals, products can be seen as unifying "Gestalten" (shapes) that constantly change and develop.

Cooking with Goethe: Gaining Insights and Foresights Through Cultural Patterns in Everyday Life

Ramona Wehlig, Thomas Pohne, Jens Lönneker, Kirsten Juchem

INTRODUCTION: MORPHOLOGY – AN INTERNATIONAL LANGUAGE OF OUR PSYCHE

Morphology is the science of shapes and forms. In our contribution we want to point out how psychic forms and shapes create an "international language" that allows for comparing qualitative findings from different countries all over the world yet does justice to local differences and peculiarities.

"Glocal" market research has always been looking for a common language that connects consumers across markets and countries....

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands