As brands are striving to better understand consumers feelings, nostalgic and emotionally led marketing campaigns are being utilized to tug at their heart strings in an attempt to build stronger brand trust. Therefore, it is important that new product innovation and existing product renovation initiatives deliver against and maintain the earned trust of consumers to drive customer loyalty. This presentation will review commonly used explicit and passive survey techniques used in consumer testing to uncover emotional associations and brand perceptions. Including, but not limited to implicit/timed response methods, image and word associations and passive product usage measurements. The pros and challenges of each will be addressed, with recommendations for how to best meet business objectives. The obvious target audience will be attendees from the consumer sensory science industry, but anyone could benefit from this workshop to ensure that internal objectives keep consumer trust at the forefront. Speakers: Jennifer Brodock, Patti Wojnicz