The tool maps how people perceive and structure the product category. The discreet objects that we see in the real world loose their individuality when they become part of the mental world. They are seen now as part of an abstract category, with its "typical" example, which is used as a cognitive reference. All the other products are compared to this reference. Thus the discreet objects become part of a continuum, which has asymmetric structure. This tool is designed to externalize this structure as a map locating the products on a scale.