Morphii is patented to do one critical thing …
Capture and Quantify the Intensity of Qualitative, Subjective Experiences.
Morphii was created because:
People need a more authentic and engaging way to communicate their experiences and be understood
… and organizations need more efficient and accurate means to capture, understand, and respond to the experiences of their stakeholders.
Technically, Morphii allows people to manipulate and control the appearance of proprietary graphical images to self-report on subjective experiences; and, in the background, a continuous scale captures the reported expression (categorical experience) and the significance/intensity of that expression.
There is no limitation on what the “graphical images” can look like!
Foundation Principles of our Science and Validation:
Research: We studied fundamental principles established by psychologists and cognitive scientists over many decades.
Constructs: We identified 30+ common subjective experience constructs that would be applicable across industries and applications.
Design: We intentionally designed adjustable graphical images to look and feel familiar, globally, to leverage and apply fundamentals drawn from Facial Action Coding and remove digital communication and language barriers.
Validation: Beginning with 2 designs for each construct (Low Intensity Representation [.20] and Max Intensity Representation [1.00]) we iterate on design until we achieve a high level of agreement, confirming that the design represents the intended construct and cannot be confused with some other construct (e.g., Delighted is not confused with Satisfied or Disgusted with Afraid)
Given the existence of significant research by experts like Ekman, Roseman, Plutchik, etc., we began with the research, design and validation of 6 commonly agreed upon constructs for core emotions:
Then, we expanded to research, design and validate constructs needed to capture mood states.
At this point, we began to consider additional applications for Morphii.
With core emotions and mood states validated, we expanded our research, design and validation efforts to include constructs & labels widely applicable in market, community, UI/UX applicable in market, community and UI/UX research. Here are a few examples:
We also created what we refer to as “Bi-Directional” morphiis to capture a broader range of experience within a single adjustable graphic.
Angry/Happy
A few examples of bi-directional morphiis:
Frustrated – Satisfied
Disappointed – Delighted
Hate – Love
The morphiis that are validated and publicly available today are just the beginning … while we started with the most applicable constructs and look of the graphical images, there are unlimited possibilities.
For example, adjustable graphics can be developed and validated to capture experiences but have the images more closely represent an industry (like J.D. Power) or a brand (like Geico):
And we intend to explore other non-facial type graphical images to represent constructs around Taste (like Saltiness) or Memory (fuzzy to clear).
