Posted in Marketing, Research

Qualitative Research

A psychologist is giving the ink blot test (Rorschach) to a new patient.

He holds up the first ink blot and says “What might this be?”

The patient instantaneously blurts out “Sex! That’s a picture of sex for sure!”

Then he holds up the 2nd ink blot, and before she can even ask, the patient says “Sex sex sex! That’s another picture of people having sex!”

This continues through all ten cards, when the psychologist becomes certain he can offer an interpretation without the customary time that’s usually necessary to study the answers.

“Well …”, says the doctor, “it’s clear to me that you have an unhealthy preoccupation with sex”…

“Me!” the patient says incredulously … “YOU are the one with all the dirty pictures!”


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