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Journal of Management and Marketing Research Measuring the Emotional Quality, Page 1 Measuring the Emotional Quality of Products: How Entrepreneurial Firms Can Efficiently and Effectively Improve New Product Development Practices Brooke R. Envick St. Mary’s University Eileen Wall-Mullen St. Mary’s University Abstract It is essential for small, entrepreneurial firms with limited resources to adopt very efficient and effective new product development practices. This paper introduces a system called Emogram that can be used to test new products. Emogram is a computer-based system that quickly and accurately measures a new product’s emotional utility. This provides valuable insight for the entrepreneur to improve both product design and marketing strategies. Key Words: entrepreneurship, product development, innovation, emotions

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