Rationales for the Two Studies Reported HereThe original studies were conducted as part of a set of studies at Queens College, (CUNY, NY), by students turned experimenters.The focus was on exploring the world of the everyday.One remarkable event emerged from the two studies.The study magazines were perceived by many of the respondents as fairly boring.Many of the elements were simply uninteresting, and in fact 22 of the respondents did not end up liking anything in that was being offered.In contrast, all the elements in the e book reader were considered interesting.Thus, it was of interest to compare the two.The Mind Genomics process makes what was a typical questionnaire into an experiment.The questionnaire and the experiment both try to uncover what respondents feel to be important.The questionnaire works by presenting the respondent with a single set of stimuli, messages or elements presenting different ideas, and analyzing the ratings.The stimuli may be of the same type, presenting alternatives of a single idea, or the stimuli may be of entirely different categories of messages.In contrast, Mind Genomics can be said to an experiment in which the respondent rates combinations of messages, simulating a typical reality [7][8][9].The approach is illustrated by a series of steps, each step comparing the two studies.Step 1: Select the Topic, the Questions, and the Answers (elements) Mind Genomics works with the experience of the everyday.It is critical, therefore, to select a delimited topic, and create a story framed