Fig. 1

Outline of the overall approach. A main goal of market research is to identify rules that predict customer habits based on market baskets. In the cartoon, a male customer between 20 and 25 without children living in the city favours junk food and beer and when he goes shopping he will most likely buy brands. Adapting this idea to genetic research we try to identify those genetic factors from the plethora of genetic factors in the “market basket” that are characterized by specific phenotypic features (like specific phobia or restlessness). The cartoon contains graphical depictions by Benjamin Albiach Galan and Konstantinos Kokkinis