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....