Wilhelm Wundt created the first experimental psychology lab in Leipzig, Germany.
He brought participants into his lab, presented them with a stimulus, and then asked them to examine and describe their mental processes (introspection).
Applied reductionism (explaining complex things in terms of smaller and simpler parts) to studying the mind.
Strength
First to apply scientific method to psychology. For example, controlled all his situational variables using standardisation and his studies were replicable because he noted down his method.
Limitation
Results weren't based on empirical evidence and his research didn't yield consistent results. Meaning that his study lacked reliability