Abstract: A method of and apparatus for analyzing thoughts, perceptions, knowledge, feelings etc., of an individual. A set of elements are input or selected by a user. A single element and a pair of elements are formed. A user inputs similar characteristics between the pair of elements and different characteristics between the single element and pair of elements. This is performed for a number of iterations and elements and characteristic combinations. The elements are then ranked by a user in relation to each characteristic and the rankings are analyzed to determine the correlation between elements and characteristics. The analysis may be expanded or refined and further elements and characteristics may be added at any stage.