This paper addresses the values of, and applications for, a new qualitative research approach that uncovers consumers' innermost emotional drivers for product and brand choice. It is also an innovative process that encourages participants to be truly creative in coming up with ideas that will meet their emotional needs. The approach is based upon new theories derived from neuroscience on how the mind works, which the presenters have been developing and refining since mid-year 2000 and officially launched in Autumn 2001. As well as setting out the theoretical framework that lies behind the approach and the analysis procedures employed, the presenters also discuss several examples of the approach in action. These range from an exploration of how people feel about their mobile phones, to uncovering opportunities for changing the marketing paradigms for pensions and investments, to ways of encouraging creativity in the workplace.