Our personality types impact our behaviors, and the behaviors of those around us. This research is an attempt to prove effectiveness of paired interviews between friends. This methodology enables qualitative researchers to connect with the quiet consumer segment and enhances consumer's comfort in communication, thereby reaping deeper insights for marketers and brands.
Historically, understanding different personality types has been a source of sorting, classifying and categorizing people on the basis of their attitudes towards the world. This classification has been the reason for justifying the way humans behave, think and react. The first known personality classification model dates back to the Middle Ages (Hippocrates) and the science is evolving till date. The theory of presence of two mutually exclusive personality types, introverts and extroverts, was presented by the 20th century psychologist Carl Jung. Jung categorizes introverts as people who place importance on the subjective world, and extroverts as individuals who place more emphasis on objectivity. Jung identified four different psychological functions; thinking, feeling, sensation and intuition, claiming that each of these functions can be expressed in a more introvert or extrovert fashion. He derived a theory on personality types and defined eight different personalities based on attitudes of introversion or extroversion.