This is where many qualitative research flounder. They focus too much on emotions because they are actually studying the Buyer Journey where in the absence of functional needs insights, they resort to emotional manipulation. It works, but this method supports functional product, service, and business model design so it can’t orbit emotions - which are useless in developing function products and services.
Anyhow, people do want to feel a certain way when getting a job done and avoid other feelings at the same time. On the flip-side, people want to be perceived a certain way will getting a job done and avoid being perceived other ways. You’re doing this for your marketing team so they’re no longer make stuff up!
Emotional Jobs
Social Jobs