Forty1's ‘Morphex’ applies innovative Behavioral Algorithm to transform the way people experience business change

March 22, 2023

Forty1’s new behavioral science-based diagnostic tool generates personalized data-driven insights to help leaders deliver more impactful change 

PHILADELPHIA, March 23, 2023: Forty1, the employee experience division of The Creative Engagement Group, today announced the launch of Morphex, a new diagnostic and analysis tool that combines behavioral science, change expertise and personalized data-driven insights to help leaders put their people at the center of business change initiatives. 

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Morphex is a market-first diagnostic and employee analysis tool rooted in behavioral science, designed to help leaders deliver more impactful change. This people-centric approach enables change programs to be more effective and inclusive, rather than the traditional top-down approach, used by 80% of companies*. By using the latest behavioral science techniques, it’s possible to pinpoint where people are psychologically in the change process. By deploying Morphex in new or existing change programs, leaders can quickly build heatmaps that show where people are on their change journey, how they feel about it, and what specific barriers are preventing them from fully adopting the change.  

Morphex differs from other change diagnostics through the application of an innovative behavioral algorithm that determines which specific techniques or ‘triggers’ can be used to help people adopt the change. By applying scientific rigor to the change process, leaders can design and deliver more targeted and impactful change interventions, improving their chances of making the change successful and sustainable. 

By combining their deep expertise in change management with the latest behavioral science thinking, Forty1 has created a fresh, people-centered approach to traditional change initiatives that is guided by robust data to design, activate and measure lasting change. 

Guy Champniss, PhD, Head of Behavioral Science at The Creative Engagement Group said: “The truth is, all organizational change programs require some form of behavior change, yet this piece has often been marginalized or even ignored – to the detriment of the change initiative. Morphex places a deep understanding of human behavior – and what it takes to change it - at the core of its offer to ensure your most important asset is an active proponent of change. With behavioral insights and targeted, science-informed engagement recommendations, Morphex can work instantly and discretely across new or ongoing change initiatives. It enables leaders to be more effective, more engaging and more efficient in delivering change.” 

Richard Burton, Global Managing Partner of Forty1, said: “Change is nothing new in business, but as it gets bigger, faster and more complex, employees are struggling to keep up. With Morphex, we can provide our clients with data-driven behavioral insights that allow them to design and deliver the targeted tools, training, communications, and leadership interventions they need to make change stick. We are looking forward to leveraging the power of this new tool to help our clients and partners redefine legacy approaches to digital transformation, hybrid working, organizational redesign and culture change.  Our invitation to them is simple: make your change more effective and impactful by putting your people right at the center of your approach.” 

For more information about the Forty1 Change Centre of Excellence and Morphex, visit 

About Forty1: 

Forty1 ( is an employee experience consultancy and a division of The Creative Engagement Group. Its consultants blend insight, technology and creativity with the outstanding delivery capabilities of The Creative Engagement Group to help multi-national clients deliver unforgettable employee experiences that drive engagement and business performance. 

Forty1 is different to other communications consultancies because of its access to The Creative Engagement Group’s best in class talent and in-house executional capabilities in environments, events, film, interactive and immersive technologies.

About The Creative Engagement Group:

The Creative Engagement Group ( is a communications group that creates experiences that inspire lasting change. It partners with clients to provide employee engagement, learning & training solutions, scientific engagement and capability building, all underpinned by applied behavioral science. It engages internal and external audiences through the creation and delivery of live & virtual experiences, film, branded content, immersive and interactive content.

The group comprises of experiential specialist WRG; scientific engagement division Axiom; employee experience consultancy Forty1; capability building division Cormis; healthcare events division Ashfield Event Experiences; digital learning services division Logicearth; TCEG’s Behavioral Science unit; TCEG Film and TCEG Digital. It employs over 900 people in Europe and North America. The Creative Engagement Group is an Inizio company. 

About Inizio

Uniting the expertise and capabilities of Ashfield and Huntsworth, Inizio is a strategic partner for companies in health and life sciences. Connecting a full suite of advisory, medical, marketing, communications and patient and stakeholder engagement services across the lifecycle of a drug, Inizio supports its partners from initial assessment to loss of exclusivity. For more information visit: