Abstract: A computer implemented method includes supplying stimuli to an organism, measuring brain activity of the organism responsive to the stimuli and producing a brain feature activity map characterizing the brain activity. The operations of supplying, measuring and producing are repeated for different stimuli to form a brain feature activity map database. New stimuli are received. New stimuli features are mapped to a projected brain activity map. The projected brain activity map is compared to the brain feature activity map database to identify similarities and dissimilarities between the projected brain activity map and entries in the brain feature activity map database to designate a match. The new stimuli are characterized based upon the match.