Research Methods
Rapaille's claim of technique of "archetype discovery" stems from the psychoanalytic methods pioneered by the Viennese psychologist Ernest Dichter. This technique doesn't ask what people want, but why. These research methods focus on finding what he calls the “code”, the unconscious meaning people give to a particular product, service or relationship. Rapaille posits that sublimated emotional memories occupy a place between each individual's unconscious (Freud) and the collective unconscious of the entire human race (Jung).
Read more about this topic: Clotaire Rapaille
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