Abstract: A method of measuring consumer emotions associated with a product comprises producing a list of emotional terms and validating emotional terms from the list that consumers use with the product. The method also includes developing a questionnaire, using the validated emotional terms, that asks the consumers to describe their feelings associated with the product and analyzing data from the completed questionnaire. The questionnaire includes a plurality of validated emotional terms associated with the product and a scale next to each of the validated emotional terms for the consumer to indicate the applicability of the emotional terms associated with the product.