Back in 2004, I had the opportunity to work on my first morphological research projects under the guidance of Barbara Grohsgart. At the time I felt confident in my understanding of research methodologies and models, but nothing had prepared me for the thinking behind morphology. From its theoretical foundations to its practical outcomes, morphology offers a different, holistic, view of human motivation.
Jump forward a few years and I’m still fascinated with the morphological research approach. While I often employ other qualitative methodologies and motivational theories (like phenomenology, ethnography, grounded theory and humanistic psychology), morphology remains an important part of my 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: