Methodological shift – lab research (not surveys) Observations of vaginal sex Measuring body responses Hugely important in history of sex research – foundational sex researchers in terms of our understandings today, moved on but underpinnings of today’s understanding Sex therapy – created notion of, based on their ideas – not restricted to psychiatrists => sex therapy did not work over time, initially was successful but as more people became knowledagble about sexual activity, there was less that basic information could do for them = more physical problems to deal with than psychological More test answers on https://studyhippo.com/masters-and-johnson-measuring-human-sexual-response-lecture-and-reading/