This paper describes a new a brand new approach to measuring emotion, called Metaphorix™.  Using Web 2.0, Metaphorix™ brings metaphors to life though animated visuals, into which the respondent projects himself through a self-selected avatar. Its key benefit to marketers and advertisers is that it avoids the over-rationalisation inherent in traditional approaches to measuring emotion. Why? Because even now, in 2008, most market research is still text-based and literal, not visual or metaphorical, and respondents have to consciously consider their response before answering - which is a real problem, because when we think and consider, we get further away from our emotions. Extensive testing of Metaphorix™ shows that it provides a commercial insight denied to conventional methods.