Prof. dr. Marcel Bastiaansen is a professor in leisure and Tourism Experience at Breda University of Applied Sciences, and at Tilburg University. Together with his team of researchers, centered around Breda University’s Experience Lab, he studies the role that emotions have in shaping leisure and tourism experiences, and how these experiences impact peoples’ well-being and quality of life. 
In the workshop contribution, methodological innovations for how to measure experiences are presented. Specifically, an introduction will be given on how to combine (neuro)physiological measures such as heart rate and skin conductance with indoor or outdoor positioning systems, so as to map out experiences in time and in space. Concrete studies are described that measure experiences during a city walk, while sitting in a self-driving vehicle, and during a museum visit. Furthermore, the presentation addresses the use of brain activity measures such as electroencephalography, in combination with Virtual or Augmented reality environments. It is concluded that measuring experiences provides relevant data and insights for optimizing urban development, and more generally experience design in a wide range of settings.