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. From this research, Professor Salber was able to develop a new, comprehensive theory of the workings of our mind. Morphological psychology has its roots in Goethe's morphology of plant life, the French moralists, and humanists like Nietzsche. Its conceptual framework builds on Freud's concept of Gestalt psychology: finding the systems and logic that impact creation and re-creation. Morphological methodology is the "reconstruction of the art of the mind". In order to understand the logic of our psyche, we need to understand how these worlds form and diminish and transition into the next world. Salber called these Stundenwelten (Hour worlds – meaning "being fully immersed in one 'world', like reading a book, and the next hour transitioning into the next 'world', like doing the finances"). In analysing these "psychological worlds", description seeks to grasp the movement of the phenomenal forms, which then have to be transformed into explanatory reconstructions through several intermediary steps. This means that morphology uses rich descriptions to grasp the dynamics of our mind. These descriptions are then transformed into explanations through analytical steps. Applications Clinical Morphological psychology is applied in clinical application of psychoanalysis and therapy, as well as more alternative applications like music therapy. Through the understanding of the motivational framework, which is individually developed since early childhood, a person's often conflicting motivations can be revealed and analysed. Through this process, registered psychologists can help clients understand themselves and develop solutions in the change and negotiation of these motivations. Social, arts and media Morphological psychology has been used widely to understand social issues and to develop strategies for behaviour change. Morphological psychology recognises social behaviour in the context of ancient motivations, the cultural ebb and current motivations. In media, it is used for analysis as well as in advisory for the development of storylines and components for movies, TV and other media. Market research 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. Morphology asserts that each market has its own psycho-logic and motivations. A fundamental part of morphological psychology application is the inclusion of in-depth, one on one interviews of 90–120 minutes. Through the use of an