This document describes two methods for understanding emotional responses to concepts and words: 1. The Clotaire Rapaille Method involves passively engaging participants' logical thinking, then emotional storytelling, and finally having them recall early experiences to access "reptilian" emotional responses. 2. The Frank Luntz Method is more active, finding words that elicit positive reactions by testing synonyms and monitoring participants' real-time responses to a video using sensors to identify agreeable phrases.