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Emotional responses elicited by consumer products might be difficult to verbalize because their nature is subtle (low intensity) and often mixed (i.e. more than one emotional response at the same time). So, emotional responses to products might be difficult to measure with verbal questionnaires. Instead of relying on the use of words, respondents can report their emotions with the use of expressive cartoon animations. In PrEmo, 14 emotions are portrayed by an animation of dynamic facial, bodily, and vocal expressions.


PrEmo can be used in internet surveys, formal interviews, and in qualitative interviews. PrEmo is a non-verbal self-report instrument that measures 14 emotions that are often elicited by product design.. PrEmo data can be useful for evaluating the emotional impact of existing designs (e.g. for creating an emotional benchmark), or for creating insights in the relationship between product features and emotional impact that are valuable in an early design stage.


well studied instrument; can be used cross-culturally because it does not ask respondents to verbalize their emotions. In addition, it can be used to measure mixed emotions


same drawbacks as with all subjective scales; focus of instrument is mainly on the visual appearance, rather than on the overall experience. The instrument measures emotions elicited by static stimuli (e.g. appearance, taste, fragrance), but is not suitable for dynamic stimuli (e.g. product usage). Running an experiment or product test requires a computer.

References describing the method

Desmet, P.M.A. (2003). Measuring emotion; development and application of an instrument to measure emotional responses to products. In: M.A. Blythe, A.F. Monk, K. Overbeeke, & P.C. Wright (Eds.), Funology: from usability to enjoyment (pp. 111-123). Dordrecht: Kluwer Academic Publishers.