The text boxes of conscious and unconscious should probably be explained a little as well.
Once the map had been completed by the group, each person in the group was asked to give just one word to describe what the map represented to them - that's the list of words in the conscious text box.
The next process is a little like picking a random number from the brain - there's no point of reference and therefore one could presume it's a non-conscious activity, of sorts. Thinking further along those lines, the group was asked for another word to produce the next list. Most certainly, the words are certainly on a higher 'level' and away from the more practical words of the conscious list.
Food for thought.