Emotion research will leap forward when its focus changes from comparing averaged statistics of self-report data across people experiencing emotion in laboratories to characterizing patterns of data from individuals and clusters of similar individuals experiencing emotion in real life. Such an advance will come about through engineers and psychologists collaborating to create new ways for people to measure, share, analyze, and learn from objective emotional responses in situations that truly matter to people. This approach has the power to greatly advance the science of emotion while also providing personalized help to participants in the research.