A validated emotion measurement tool that gives insights into people’s nuanced feelings towards products, services and other stimuli.

“This work is a breakthrough. The use of cartoons with sound is insightful and makes these powerful descriptions of the depicted state.”

Donald Norman

Author of 'Emotional Design', co-founder of Nielsen Norman Group

What is Premo?

People’s emotions are the key to understanding their mindset, preferences, and behavior. But how to measure them accurately? People often find it difficult to find the right words to communicate their inner life. Premo is designed to make emotions measurable.

It is an online measurement tool featuring a hand-drawn character (either male or female) who expresses 14 different emotions (seven positive, seven negative) through actions and sounds. These 14 emotions are a fully representative cross-section of the human emotion repertoire.

Quantitative Insight

Premo translates people’s feelings into quantitative data and visual charts, making detailed comparisons between stimuli a breeze.

High sensitivity

Premo translates people’s feelings into quantitative data and visual charts, making detailed comparisons between stimuli a breeze.

Revealing complexity

Premo translates people’s feelings into quantitative data and visual charts, making detailed comparisons between stimuli a breeze.

Cross-cultural validity

Premo translates people’s feelings into quantitative data and visual charts, making detailed comparisons between stimuli a breeze.

Use Premo

Premo is built into our online survey platform which is capable of showing every imaginable stimulus and question type. Our researchers start by creating a survey based on your research objectives and questions.

Such Premo surveys can include qualitative questions that reveal the motives behind people’s emotions. While the surveys are taking place, clients can link to live updates and see the data generated.

1. The survey

Premo is delivered as an online survey which participants respond to from their computer, tablet or smartphone. If you have prepared your own stimuli and questions, we can build the survey to your exact specifications. But you can also tell us your research objectives and context, and we will then write the relevant questions, select suitable stimuli, and build the survey.

2. Recruitment and distribution

Once your survey is ready to launch, there are several options for getting it to your target group. You can recruit respondents and distribute the survey yourself or we can take care of that for you. For this, we have an international network of recruitment agencies. We will monitor the response rate and give you live updates about the status of your survey.

3. Data analysis and reporting

We deliver the Premo data to you in an Excel file featuring automatic data visualizations. We can take it a step further by creating a comprehensive research report which not only shows the results in charts, text, and visuals but also draws conclusions about the research objectives. Premo data can be combined with segmentation to show the results for various groups.


Premo gives you unparalleled insight into the emotional consistency of your product or service. For example, you can find out whether the packaging and the product evoke similar feelings. Or how well your product experience matches your emotional brand identity.

Example questions
  • Does the product evoke consistent emotions across the different touchpoints?
  • Does my product evoke the intended emotions?
  • Which aspects of the product evoke negative emotions?

When you develop several concepts for a new product, you need to know which concept evokes the emotional responses that best fits meets your goals. The visual output of Premo makes it simple to compare different concepts. Premo is a sensitive measure that can detect small differences in user experience.

Example questions
  • Which emotions do the concepts evoke?
  • Which emotions best fit with the product vision?
  • Which concept will be most successful at launch?

Premo shows which emotions your product evokes and how this compares to competitor products. The visual output of Premo makes it straightforward to compare the results. It gives you insight into how you can improve your product so that it triggers the intended emotional reaction and stands out among competitors.

Example questions
  • Where is our product performing well?
  • On which aspects are our competitors’ products winning?
  • What could we change so we can beat competitors?

Identical products may be experienced very differently across countries. Premo is the ideal tool to measure these differences as it has been scientifically validated across cultures. Its non-verbal nature ensures that it can be used by people regardless of language, age, or level of education.

Example questions
  • How is our product experienced differently by people from different countries and backgrounds?
  • How is our service experienced differently by different generations?


Fabric conditioner (P&G)

Our client had developed new packaging for a fabric conditioner and asked us to help create a fragrance that would match it. Premo highlighted that the packaging evoked a few positive emotions among consumers. The client identified one specific emotion as the most compelling and synergetic with their product vision. We worked with a fragrance supplier to develop a scent that also evoked this particular emotion. The result was that the fragrance, packaging, and brand image converged into a strong and consistent user experience.

Airplane breakfast (KLM)

Economy-class airplane meals are not known for their great product experience. The Royal Dutch airline KLM wanted to improve the experience of their intercontinental breakfast which passengers seemed to particularly dislike. Earlier attempts to improve this rating by involving master chefs had failed. Different new forms of the breakfast were conceptualized. With Premo, we measured the experience of the current breakfast and compared it to the evoked emotions of the different concepts. The final concept evoked significantly more positive emotions than the original breakfast. Not only did people experience more positive emotions, the negative emotions vanished. The airplane breakfast was used for all KLM intercontinental flights for a period of two years, which is much longer than the usual span for a meal design.

Water bottles (Nestlé)

Nestlé Pure Life was interested in understanding how different water bottle designs influence emotions and the perception of benefits. A qualitative study with 24 users and a quantitative study with 420 respondents were conducted. The stimuli were 20 different bottled water samples, including some that are on the prototyping phase. Premo was used to map the evoked emotions. The analysis identified the relationship between sensory properties of packaging and emotional responses of the experience as a whole. The study resulted in two strategies for designing a bottle with a positive emotional impact. The project showed how research using Premo can provide powerful insights for package design.


Scientific basis

Premo was created and developed in 2002 at the Delft University of Technology (The Netherlands) by Prof. Pieter Desmet. This paper explains how it was developed as a cross-cultural, non-verbal self-report tool for emotions. Self-report is the most reliable and nuanced method for measuring consumer emotions, however, respondents often struggle or fail to accurately express their emotions in words. Premo solves this with its intuitive interface and visual capture method. Premo’s fourteen emotions cover all important consumer evaluations. Premo has been tested and refined in several cross-cultural studies (see paper).

Contact us for a quote

Do you want to test your product or service with Premo? Let us know about your project goal today. 

Please note that we do not provide free licenses. The DIOPD provides a free, paper version of Premo for student projects.