This paper aims to invalidate the hypothesis that consciousness is necessary for the quantum measurement process. To achieve this target, I propose a considerable modification of the Schroedinger cat and the Dead-Alive Physicist thought experiments, called 'PIAR', short for Physicist Inside the Ambiguous Room. A specific strategy has enabled me to plan the experiment in such a way as to logically justify the inconsistency of the above hypothesis and to oblige its supporters to rely on an alternative interpretation of quantum mechanics in which the real-world phenomena exist independently of our conscious mind and where observers play no special role. Moreover, in my description, the measurement apparatus will be complete, in the sense that ...