In a climate-controlled conference room in Secaucus, New Jersey, G. Clothaire Rapaille is smoothly welcoming a handful of grateful corporate clients to his latest project. Rapaille has only recently become notorious. As the Jungian-archetype analyst of American business, his method of consumer research includes asking people to lie down on the floor on pillows and recall early childhood memories concerning consumer products. He convenes focus groups to unlock the codes of consumers' "cultural unconscious"--codes he says dictate their tastes and buying patterns--and then he hands the key to corporations, for a price. Rapaille has done menstruation in this way for Johnson & Johnson and barbecue sauce for Kraft.