Recently, a team of students from the School of Information at University of California in Berkley, working on their final master project, enlisted the help of San Fransisco residents to find out how people see vs. imagine their city. The purpose of this research? To discover whether an age old process in planning, such as Mental Mapping can be combined with today’s digital mapping tools tools (ie: GIS ) to create a balance of accuracy and precision, truth and objectivity using unconventional combinations of techniques and imagination that comes from access to “local' knowledge of any respective place.