Abstract: Communication tools enable interaction between users and allow taking feedback and opinions from them. They can assist in individual and collective decision making, by helping to understand the current dynamics of opinion and formation of new ideas, which can be used to make better decisions and develop new policies. The aim of this research is to develop a framework for serious discussions, which can be used to elicit, conceptualize, and then visualize people’s mental models of socio-environmental issues that are being discussed.