Hi Mike - Just depends on your company size and resources. Ideally you're using something like GSR (galvanic skin response) to track arousal through sweat, eye tracking that can do the same through pupil size, etc. and heart rate monitors - all of this can then partner with qualitative where you ask people how they were feeling. Some firms use tech like facial recognition, as how people actually feel and what they say they feel are a lot times two different things.

If you're a smaller or independent firm, there are more agile approaches that aren't as objective but that can still get you the right info - usually some combination of observation, focus groups, surveys, or interviews. Also depends on if you're talking digital or physical experiences like retail.