WORKING PAPER

Quantifying Feelings:
​Using Surveys to Measure Emotional Jobs to be Done 

There is no doubt that emotions are notoriously tricky to pin down. Unlike variables such as cost, size, or ease of purchase, emotions neither discrete nor concrete, making them difficult to compare. What “delights” one consumer may “thrill” another. The question is, what’s the difference? Even more pertinent, does the difference matter? Parsing out specific emotions is useful only if doing so leads to a clear course of action. Measuring emotions with a survey is difficult, but there is a way to do it. Our research into emotional jobs is guided by 3 key principles, which we lay out in this working paper.

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