We've developed unique methods of research and interviewing that address not only demographic data, but look at how customers really think and feel. Especially when researching lighting, unconscious emotional signals are more valuable data than conscious ones, as people are usually unaware of interior lighting despite its ubiquity. Because many homeowners, as well as experienced design professionals, have a limited understanding of the power of lighting and how to use it to best advantage, we look for meaning in their metaphorical expressions and stories about their experiences. The clues we get from this kind of inquiry are powerful indications of possible trends in lighting that might otherwise go unnoticed.