Masaru Emoto is a Japanese writer and photographer. He published six books, including The Secret Life of Water, that shows consciousness affects the structure of water and ice.
In The Secret Life of Water, Emoto describes his methodology. Emoto takes a sample of water and distributes amongst 50 petri dishes. The water is then frozen following a prescribed procedure. Emoto then assigns a number ranging from 1 to 8 that describes the beauty of the resulting crystal formation. From the 50 petri dishes, Emoto chooses one that he feels best describes the attribute being investigated.