There has been much discussion of emotions in advertising. The advertising and market research industries have come a long way in gaining a better, more scientific, and more measurable understanding of emotion. Neuroscience has been instrumental to this effort. There is now a basic understanding that asking people to describe their emotions and how they feel about an ad or a brand may yield a scatter plot of results that provide no direction to the brand. Still, it’s critical to talk to your consumer, to hear their voice.