The marketer must be part scientist and part mystic. While many would agree with the science aspect, others would challenge the mysticism. But the marketer is dealing with the complexities of the human being. The method of science cannot span the void in our understanding into the spirit and the mind. An essential aspect of the marketer’s work is to predict behavior. This is not an exact science. Intuition, perception, and sometimes an almost mystic apprehension are necessary.