Brand Keys assessments for the CLEI are based on an independently validated technique that fuses rational and emotional aspects of the categories to identify the real drivers of emotional engagement.

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Last month 49, 000 consumers self-selected among 598 brands in 83 diverse categories in which they are customers, and assessed brands based on an independently-validated technique that fuses rational and emotional aspects of the categories, using a combination of psychological inquiry and higher-order statistical analyses.

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Sequenom is developing a high-speed "bacterial fingerprinting" technique based on mass spectrometry that can be used to rapidly identify the DNA of subtly different strains of bacteria or viruses.

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However, Mr Hammer's technique, based on maths that was invented in the 1930s and was first used to work out how to shoot down German aircraft, requires only seven trials.

ECONOMIST: The numbers man

The technique is based on the fact that mobile-phone companies keep information about the telephone numbers called, and where calls are made and received, for billing purposes.

ECONOMIST: Forensics

The technique was based on a gestural vocabulary that included drawing back, with both hands open and raised up, eyes wide open, and mouth agape, to indicate surprise, and that sort of thing.

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The technique is based on classifying patients by the genetic make-up of certain of their hormones that are involved in the immune response.

BBC: Surgery