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Q.i. Maps are multidimensional maps of Language.

Which are, in effect, maps of the Human Mind or ‘Psyche’.


Language is not a human “invention” any more than a spider’s web is a spider

invention, or the mathematics of a sea shell is a sea slug invention.

The Q.i. Mind Map has 6 levels:

  1. Outward Manifestations (Sensory and Symbolic)

  2. Actions (Behaviour)

  3. Priorities (Values)

  4. Rational attributes (Brand)

  5. Personality (Brand Image)

  6. Emotion (Feelings)


The six levels of the Q.i. map are inter-related in predictable ways.

And in deep, profound and unexpected ways e.g:

  • Emotions are literally energy in motion. Our bodies are our subconscious minds – and emotions are our body’s “Behaviours” or “Actions.”  Our feelings are our conscious awareness, or eavesdropping, on our bodies’ underlying actions and impulses.  

  • Personality is an analogue of Emotion; Personality = Emotion seen from the outside (a reflection of our inner feelings and impulses).

  • Values are not simply rational beliefs – they are shaped by our underlying emotional needs and experiences.

  • The meaning of Objects in the external world, and the words used to describe them, get their connotative meaning from their emotional associations (=embedding) – and it’s this embedding that creates impulses to act.

  • Archetypes are objects with universal, coherent embedding and meaning, resulting in consistent behavioural circuits.


Q.i. Maps are dynamic, not static. They illustrate compensatory circuits, or currents, in the Psyche- which flow from Negative to Positive, and from Deficit to Counterpoint  


The currents not only reveal market dynamics – they reveal trends in the psyche and in society.


Underpinning the mind mapper is a universal coding matrix (=a coding frame) consisting of tens of thousands of words


Trends, identified in the Q.i Value of Values Study, are geo-located on the Q.i. Map.

An Example of a trend


The Grey Life

If the plague of the 14th Century was the Black Death- then plague of the 21st Century is the Grey Life. In 2016 Tiredness, Stress and Disappointment became the first negative emotions to enter the overall top 20 emotions experienced most often by North Americans. What’s even more alarming is that the “Trifecta” of Tiredness+ Fatigue+ Exhaustion became North America’s top emotional affliction


Although no-one was immune to this disease- the Grey Life affects Millennials more than any other generation.

  • The Q.i Value of Values study reveals that 53% of Millennials habitually feel Stressed, Bored (45%) Depressed (39%), Exhausted (38%) and Sad (33%).

  • One in Four Millennials claimed to have been diagnosed with clinical Depression, 22% with an Anxiety disorder, and one in ten with Mental illness.


To counteract these emotions, we see a dramatic increase in coffee consumption, energy drinks, and the use of prescription antidepressants


Allied Trends: The Zombie Apocalypse

Counter Trends: Cue the Vampires, Super-Heroes 

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