- Research & Consulting
What we do differently ... USPs
There is no lack of qualitative and quantitative market research. Nor of psychological research. So what is it that sets IMW-KÖLN apart? The question about tangible USPs…
Kids & Family - Life amidst Growing & Becoming
Our Kids & Family division offers special know-how and research methods for an authentic understanding and profound analysis of the target group triad of mother-child-father: from infancy, childhood and youth to adulthood. The focus is also on expectant parents.
Morphological psychology is an integral part of our psychological research.
Although we have never been bound to one school of thought, we feel a particularly close association with morphological psychology. This may be due to the fact that each of the directors of our 3 research units studied Psychology in Cologne at a time when the resident Institute of Psychology was still very much oriented towards Morphology...
Scientifically, morphological psychology is characterized by being 'on the trail of the unconscious running of everyday life'.
What impact do things have on everyday life? What are the differences in the way they are experienced? Which patterns (Gestalten) emerge?
Things', i.e. the objects of research, are intentionally observed as a whole rather than being separated into their individual components. Psychological and objective items are observed together, in their interaction.
Observing interdependencies and differing perspectives based on neural networks, combined with holistically enables a deep understanding of consumers' 'real' behaviours within the reality of their own lives. Methodologically, this is based on in-depth psychological interviews and accounts of individual experiences.
In addition to unconscious effects, morphologic market and media effects research also explores the overarching causal relationships of contemporary everyday culture. Thus enabling the movements of the market to be traced.
Particularly in the area of market and advertising research, this scientific approach can contribute to a deeper understanding of causal relationships.
Because: Truth is that which works!