In what could be a landmark achievement, directors of a Kiwi firm called VortexDNA have claimed to have mapped the human mind that provides insights into why people behave the way they do.
VortexDNA, created by Raf Manji, Branton Kenton-Dau, Richard Waid, Nick Gerritsen and Martin Burley, has found that human intention is structured according to the mathematics of complex systems.
The directors of the firm claim to have found that people fit into 72,000 different types of consciousness, which is held together by spiral patterns, similar to DNA.
Kenton-Dau said that the maths behind the system was so simple a first-year university student could understand it; the difficulty came in understanding how it could be applied.
He said it had so many applications it would take 20 years to fully develop and realise all its uses.
VortexDNA was focusing on the insurance and advertising industries.
"We hope it will reduce the cost of car insurance," Stuff.co.nz quoted the directors, as saying.
Everyone was looking for better information about people to mitigate risk, director Raf Manji said.
According to the directors, the knowledge would enable car-insurance firms to better predict who will have an accident.
Advertisers could also use it to target people with information they would care about.
VortexDNA has received 1.25 million dollars from angel investors, but it needs a significant boost in capital to make the most of its discovery.
Kenton-Dau said that the team has meandered its way through taking a Kiwi No.8 wire approach since creating the company more than two years ago.
To get to the next level it needed 10 million dollars to 15 million dollars to expand and set up offices in New York, London, Moscow and Singapore.
"This is just the start. We're going to look back in 10 years and see we're just in nappies at the moment," Kenton-Dau said.