D is the piece of the picture based on our experiences (via the senses) which provide the Data with which we construct our memories in mental maps linked by metaphors. The mind is complex so there is no single “point” and despite what many research companies would like to think, understanding behaviour, in all it’s complexity, requires multiple perspectives. Although I have not personally used brain mapping, it’s clear that it also does not provide a silver bullet for understanding behaviour, and indeed is still quite limited in what it can reveal. For example, the amount and location of brain activity is not a clear indicator of the salience or content of such activity, although it provides another clue which needs additional perspective to be properly interpreted.

Thanks for reading, and I would be happy to discuss in more detail.

Neil

i like the work on ABC….even though your insights are very layered and not “one pointed”..

have you tried using brain mapping and psychometry to understand consumer behaviour???