A system assesses consumer experience by evaluating neuro-response measurements for a consumer exposed to products, services, offerings, and stimulus. Examples of neuro-response measurements include Electroencephalography (EEG), Galvanic Skin Response (GSR), Electrocardiograms (EKG), Electrooculography (EOG), eye tracking, and facial emotion encoding measurements. Components of a consumer experience are analyzed to assess neuro-response measurements specific to each component. In many instances, neuro-response data is combined with other data and analyzed to determine total consumer experience.