Measuring human motivations and emotions is difficult. Three reasons for this are that

• Verbal questions tend to rationalize responses
• Emotional language terms can be very difficult to translate
• Different cultures have different values

More broadly, emotions are highly contextual and latest theories of emotion, see them as mental constructions in the same way that perceptions are mental constructions based on external cues. Emotions and perceptions are both processed in the same parts of the brain and help us to interpret and adapt to the environment around us, directing us towards our goals (see Lisa Feldman Barrett’s book for more on this). Read more »

As the StoryWorks Visual Think cards have been developed and used over the past two years, one of the most common questions from clients and collaborators is about the cross-cultural suitability of a set of standard images. Is it important to have locally adapted stimulus to capture local cultural insights?

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