Does Infrared Therography (IRT) successfully demonstrate stimulus cognitive tasks in the way that Electroencephalogram (EEG) ad Affective Self Report (ASR) does? Are these the new tools for todays designers? Yes. Comparing Thermographic, EEG, and Subjective Measures of Affective Experience During Simulated Product details how use of these tools are only the beginning of the process for these tools that designers, markets and advertisers are only now beginning to use. And with surprising results.