Emotions influence how a customer interacts with the product. To be able to instill emotional value in product design, the understanding of user's emotion and the measure of emotion is a great challenge. Several measuring methods use vision stimuli as assessment scale. Until recently, hearing was an ill-explored part for emotions measure. This paper describes a new protocol based on sounds for eliciting user emotion. The method uses a set of sounds and association tests, made by a panel of participants. The same objects, cars pictures, were evaluated by two user-tests based on both this new protocol and a classical protocol, the semantic differential. We describe in the paper the main stages of the new method, and we compare the results with the semantic differential method using Principal Component Analysis and Generalized Procrustes Analysis. The new protocol seems to be a useful means to collect the intuitive emotion of users