Empowered customers have kicked the innovation race into a new gear. But to design technology products and experiences that consumers will adopt, customer insights professionals must look beyond demographics, behaviors, and attitudes and measure the emotions that drive product interaction. Here, we introduce Forrester's Emotion Evaluator, which adds another layer of predictive insight to the market researcher's toolkit. We also show why emotional analysis is critical to anticipating technology uptake, using virtual reality as an example.