A method of measuring emotional response of at least one subject to a specific sensory stimulus comprises establishing (202) a plurality of basic emotions for measurement, including one or more positive affect emotions and one or more negative affect emotions. The subject is presented (302) with the specific sensory stimulus, and for each basic emotion is further presented (306) with a computer-generated display comprising interactive animated visual images representative of a metaphorical concept corresponding with the basic emotion. Input is then received (308) from the subject, who is enabled to adapt the animated visual images to accord with an emotional response to the sensory stimulus. The received input is converted to a corresponding quantitative emotional response value for each basic emotion. The quantitative emotional response value may be a difference value derived from a change in emotional state of the subject and based upon an initial calibration of emotional state performed prior to presenting the subject with the sensory stimulus. A visual presentation (1000) is generated, which comprises representations (1004, 1012, 1014) of the quantitative emotional response values for each of the plurality of basic emotions, whereby the relative emotional response of the subject in respect of each basic emotion is visually distinguishable.
