Evaluating (audio)visual quality and Quality of Experience (QoE) from the user’s perspective, has become a key element in optimizing users’ experiences and their quality. Traditionally, the focus lies on how multi-level quality features are perceived by a human user. The interest has however gradually expanded towards human cognitive, affective and behavioral processes that may impact on, be an element of, or be influenced by QoE, and which have been underinvestigated so far. In addition, there is a major discrepancy between the new, broadly supported and more holistic conceptualization of QoE proposed by Le Callet et al. (2012) and traditional, standardized QoE assessment. This paper explores ways to tackle this discrepancy by means of a multi-instrumental approach. More concretely, it presents results from a lab study on video quality (N=27), aimed at going beyond the dominant QoE assessment paradigm and at exploring affective aspects in relation to QoE and in relation to perceived overall quality. Four types of data were collected: ‘traditional’ QoE self-report measures were complemented with ‘alternative’, emotional stateand user engagement-related self-report measures to evaluate QoE. In addition, we collected EEG (physiological) data, gazetracking data and facial expressions (behavioral) data. The video samples used in test were longer in duration than is common in standard tests allowing us to study e.g. more realistic experience and deeper user engagement. Our findings support the claim that the traditional QoE measures need to be reconsidered and extended with additional, affective staterelated measures.