This document discusses an approach to metaphor elicitation research to understand emotions. It involves two foundational beliefs: 1) emotions influence human behavior more than rational thought, and 2) the best way to understand emotions is through metaphor elicitation. The approach uses visual and verbal exercises with individuals and groups to elicit metaphors that provide insight into thoughts, feelings, and behaviors. Metaphors are analyzed and applied to areas like product positioning, patient experiences, communication testing, and positioning testing in pharmaceutical research.