In this chapter we extend the idea of segmentation and typing individuals to a bigger picture. Rather
than creating one specific study dealing with a single topic, we create parallel studies for many different, but
related topics. We believe that such an approach is not only possible but feasible, and in the age of the Internet,
absolutely straightforward. In this chapter we demonstrated how data from experiments on the shopping
experience can be converted to segments, and those segments transformed into mental genotypes.
