Successful brands connect with consumers on an emotional and symbolic level. So if you are using a jobs-to-be-done approach to product innovation, it’s critical to uncover the emotional activation that consumers are looking for.

Likert scales are not enough. Emotions can’t be described by numbers. We need to use System 1 techniques to enable respondents to properly express their emotional context.

Emotions are also deep seated. So any research technique has to stimulate the deep seated System 1 brain. This can be done with visual techniques that leverage the fact that human perception is predominantly visual.