The present invention provides a technique that uses discrete wavelengths of illumination of an ore sample, and through the use of optical filters and laser illumination the signal-to-noise ratio of the measurement can be greatly improved, and may take the form of apparatus featuring a signal processor configured to: receive signaling containing information about a spectral reflectance caused by discrete wavelengths illuminating an ore sample; and determine information about a bitumen content of the ore sample based at least partly on the signaling. The signal processor may provide corresponding signaling containing information about the bitumen content of the ore sample, including for further processing, printing or displaying.