The authors argue that traditional retrospective self-report measures are often limited by recall bias and may fail to capture the dynamic nature of psychological experiences. Ecological Momentary Assessment overcomes these limitations by collecting repeated real-time data in individuals’ natural environments, allowing researchers to examine fluctuations in behaviour, mood, symptoms, and contextual influences as they occur. EMA is particularly valuable for investigating temporal processes, identifying proximal predictors of behaviour, and understanding how experiences vary across situations and over time. Overall, the review highlights EMA as a powerful methodological approach for advancing both research and clinical practice by providing more accurate and ecologically valid insights into psychological functioning.