general patterns across related studies (e.g., [4].As an example, for food and beverage, three mind-sets emerge.These were the classics (want what is typical), the elaborates (describe the sensory characteristics or the ingredients), and the imaginers (talk about the experience.)The emergence of three general, overarching mind-sets was interesting, especially when the topic was products in a store.But what about experience?Do we have the same clearly simple, obvious mind-sets emerging when we have a complex experience, involving the person, the action, but a goal (viz., buying a specific product)?The topic is not new, interesting researchers over a period of decades, because it involves what has come to be called multi-attribute decision making [5][6][7].Multi-attribute decision making becomes very interesting and attracts attention, both in theory and in practice, when the topic involves shopping [8-10].The project reported here moved the focus beyond the simple product, and beyond the simple experience, to conjoin them.The topic was explored in the Buy It! study, with 30 different products, shown in Figure 1. Figure 1 shows the array of different products that were studied.In the actual study we had respondent select the product in which they were most interested.It is now two decades after the data were collected.In the world of science, especially in the world of the hypothetico-deductive, that type of data is considered irrelevant, ante-diluvian, and perhaps other, more negative terms.The data from these 'attitude studies' is often considered valuable only when the data are collected 'today, ' to address 'today's issues.' Yet, the data from Mind Genomics studies have been