Focus Groups vs Quantum Mechanics.

"I reached a point in my life where I became exclusively interested in the unseen reality of human behavior, and I did not think it was possible to study such behavior if the person knew they were being studied." He went on to say that the traditional means for understanding human psychology was by asking subjects questions about themselves, a process he finds futile. "The act of asking someone a question completely destroys the value of the answer," he said. He asked if I was familiar with the Heisenberg Uncertainty Principle*. When I told him I was, he said, "Well, then you already understand why psychology has failed."

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*In quantum mechanics, the Uncertainty Principle suggests that the act of watching one magnitude of a particle, be it mass, velocity, or position, causes the other magnitudes to blur. In other words, the very process of examining something changes what that something is.