Can an ancient method be as powerful as the most advanced ones? Our answer is yes, at least about exploring customer experiences. The method we chose is oral storytelling. Our approach, “Recollection, Repetition, and Reflection,” employing modified cognitive interview and projective technique using Tarot cards, allows us to collect the most exciting and inspiring stories from customers. Bonding keys through which emotional attachment towards a brand were discovered, and a scenario of a customer-brand interaction throughout the customer’s life was developed. And nothing can be more powerful and compelling than raw emotions released from great storytellers – so inspiring that the client came up with a dozen of ideas for their next campaign in the viewing room! More about Tomoko and Akiko: Tomoko and Akiko are, by their own words, “fellow travellers” of new frontiers, exploring better ways of diving into consumers’ emotions. Their passion is currently focused on working as “evangelists of cognitive interviews”, demonstrating how respondents can be transformed into great storytellers. Last year, Tomoko and Akiko presented their unique method of integrating cognitive interviews and projective techniques, using Tarot cards, at two major global/regional conferences, ESOMAR Global Qual and Qual360 and were very well received in both.