Does the start up
have product-market fit?


In the TV program Vejen til Seier the Danish grand investor, Lars Seier Christensen has selected a number of start ups that he considers investing in. During the TV program Lars Seier Christensen tests these start ups in many different ways in order to choose one to invest in. In a couple of episodes of the program, Lars Seier Christensen and his colleague Torben René Larsen ask Morphic for consultancy, and Morphic helps to estimate the start ups’ potential for future investment.

Watch the program (in Danish) on: TV2 Play

Morphic participates in episode 4 and 5


How should AutoMester
attract new customers?


AutoMester hired Morphic to help develop a value proposition that would form the basis of a new communications universe.

Morphic was part of a strategic and close collaboration with AutoMester that consisted of different steps:

  • Scoping and brain picking of existing knowledge
  • 18 ethnographic observations and interviews at home and at the garage
  • Workshops with AutoMester
  • Briefing of 3 advertising agencies on value proposition and underlying insights
  • Selection of advertising agency together with AutoMester

“It has been incredibly good to work with Morphic. Not only did they give us timely and deep insights into our business role for consumers. They also gave us a convincing and unique strategic tool that was directly applicable in the further work of developing the communication universe. Claus and Leif are very dedicated to the assignment and provide well-founded and new perspectives on the issues we work with. I can only recommend working with them".

Tommy Stuckert, Chain Director at AutoMester


How to develop new methods for investigation and
enforcement of the Competition Act


Morphic conducted an in-depth study of CEO’s knowledge and perception of the Danish Competition Act and their general motivation for competition and their way of handling suppliers and competitors. The research was based on confidential interviews with CEOs.

Based on the insights, the Investigation and Cartels Division at Danish Competition and Consumer Authority wanted to evaluate their initiatives and develop new methods for investigation and enforcement of the Competition Act.

Morphic was asked to conduct a workshop for the Division. The workshop was structured around a methodology of becoming aware of current assumptions, challenging these assumptions and getting new ideas by changing the perspective.

“The Danish Competition and Consumer Authority has had a fantastic process with Leif and Claus from Morphic. During a well-structed workshop we got a clear overview and classification of our thoughts and ideas, and we got lots of inspiration for our future work.”

Stefan Kobbernagel, Head of Investigation and Cartels Division,
Danish Competition and Consumer Authority


How do we become more diverse at
Danish Broadcasting Corporation?


Danish Broadcasting Corporation (DR) wanted insights on whether children and young people of different ethnicity and social backgrounds feel represented by its offerings.

Danish Broadcasting Corporation hired Morphic to give a deep understanding of the kids’ self-perception, their sense of belonging in Danish society and whether they feel marginalized or not. Morphic was also asked to find solutions as to how Danish Broadcasting Corporation could include more diversity in its kids’ programming.

Morphic used ethnography and interviews in ghettos and held a series of work sessions with Danish Broadcasting Corporation.

“Morphic delivers during the whole process. In relation to the project All the Children of Denmark, Morphic involved us into the whole process and also in the final insights. Being able to collaborate rather than "just" placing an order creates a much better result. We have been very excited about both the final output and our mutual collaboration. It's such nice work! Thank you very much. It has become so useful - not just for us, but for many others at Danish Broadcasting Corporation.”

Line Nordbo, Editor at Danish Broadcasting Corporation


 How can the team of school teachers
find a common direction?


Skolen i Bymidten (large public school in the city of Elsinore) needed to find a common strategic direction for teachers of the lower secondary level.

Morphic was asked to help a team of teachers find a viable approach and tangible initiatives for the team’s future cooperation. Morphic conducted a LEGO® Serious Play® workshop, where 7 teachers from the team worked creatively with identifying solutions to the challenges they faced.

“It has been an incredible experience for the team of teachers participating in the workshop. The team made immense progress in just one day. Now the team has a clear direction and a plan for future initiatives. We strongly recommend using Morphic for developing and challenging teams in order to create essential and tangible initiatives. Morphic has in a warm and relaxed atmosphere helped us identity new ways of cooperating.”

Kari Jørgensen, Director of Schools in Elsinore municipality


How can TV 2 handle sales and
communication differently?


We have completed a LEGO® Serious Play® workshop facilitated by Leif and Claus from Morphic. The workshop has helped us understand how we can handle sales and communication differently. We experienced an inspirational facilitation that helped us see things in new perspectives. It was a very good way to face our challenges and focus on solutions and get a common understanding of how we can grasp new opportunities”

Tina Kiørboe, Head of Media and Sales Insights, TV2 


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