In the meantime, ways of establishing people’s likely reaction to the world they perceive do exist. For instance, most humans will react identically the first time they experience an explosion. Similarly, most children will have the same reaction to a bee buzzing around their head. Other reactions, such as the impact of a rose, are more difficult to evaluate. Is the reaction genetic or simply the result of cultural imprinting? Do all women consider a rose as an affectionate gift? The answer is no and the reasons are well known to the trained analyst.

For over twenty-five years, our master analyst has been formally gathering and quantifying people’s reactions into a unique and highly prized psychographic database. The first ten years of the journey involved controlled questions to over forty thousand respondents, asking people how they felt about the color red, silk, jealousy or racism. Americans, Indonesians, Kenyans or the French were questioned as were the young, old, rich or poor.

The psychographic database has been the foundation of analyses and theories. As with all open scientific work, the Overview of Communications and Perception Analysis is available for reading and appraisal.

The more complete Communications and Perception Analysis Manual is a 1000–page confidential document used by communications analysts for their work.

Mondofragilis consulting provides a comprehensive collection of analyses. They help organizations improve the way they are perceived by their stakeholders including donors, policymakers, the media and the general public.