THE POWER OF COMFORT, JOY AND MEANING IN BRANDING
Download Signal Theory's Comfort, Joy & Meaning Framework Report
How These Three Pillars Drive Brand Resonance and ROI
How These Three Pillars Drive Brand Resonance and ROI
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In a world where consumers are bombarded with tens of thousands of brand messages daily:
Feel Overwhelmed
Feel Overwhelmed
Feel Overwhelmed
Believe Brands Understand Them
Believe Brands Understand Them
Believe Brands Understand Them
The solution isn’t more sophisticated targeting
it’s deeper human connection.
Our behavioral science study of 1,500 consumers reveals how fulfilling three fundamental human wants drives measurable business results. Comfort, Joy and Meaning aren’t “soft” metrics – they’re psychological drivers that predict specific consumer behaviors including repurchase likelihood, word-of-mouth recommendations and brand advocacy.
Comfort
Joy
Meaning
The Power of Comfort, Joy and Meaning in Branding.
Get the C/J/M Framework report.
FAQs
Take a look at Frequently Asked Questions about this project
What is the Comfort, Joy & Meaning (C/J/M) Framework?
The C/J/M Framework is Signal Theory’s proprietary behavioral science tool that measures your brand’s Signal Strength – how effectively you fulfill the three fundamental human wants of Comfort, Joy and Meaning. Grounded in Maslow’s Hierarchy, our framework goes beyond emotional measurement to predict consumer behavior based on timeless psychological principles.
Why did Signal Theory develop the C/J/M Framework?
Signal Theory created the C/J/M Framework to help organizations apply behavioral science to brand building. Rather than relying on traditional message testing or emotional measurement, our framework reveals which fundamental human wants drive consumer action – providing a psychological blueprint for building brands that create lasting connections and measurable business results.
Why should a brand care about their Signal Strength?
Your Signal Strength reveals how effectively your brand fulfills fundamental human wants – the psychological drivers that determine consumer behavior. Unlike traditional metrics that measure awareness or preference, Signal Strength predicts actions. Our research proves that brands delivering high Signal Strength across Comfort, Joy and Meaning achieve measurably better business outcomes – not by chasing trends or testing messages, but by fulfilling timeless human wants.
What can my brand gain from knowing its Signal Strength?
Knowing your Signal Strength provides a behavioral blueprint for growth: • Identify psychological gaps: Understand which human wants you’re fulfilling (and which you’re not) • Predict consumer behavior: Know which levers drive specific outcomes like repurchase or advocacy • Guide strategic decisions: Apply behavioral science to product, creative and messaging strategies • Track progress scientifically: Measure how brand changes impact consumer behavior over time
What was the goal of the C/J/M Framework research project?
The project aimed to validate that behavioral science principles – specifically Maslow’s Hierarchy – can predict consumer behavior in brand contexts. Our research confirmed that Comfort, Joy and Meaning aren’t marketing constructs; they’re fundamental psychological wants. Brands that clearly signal how they fulfill these wants achieve measurably stronger business outcomes.
Who participated in the research?
The C/J/M Framework is built on proprietary behavioral science research conducted in 2024, analyzing 1,500 U.S. consumers to measure Signal Strength – how effectively brands fulfill the fundamental wants of Comfort, Joy and Meaning.
How is Signal Strength calculated?
Signal Strength is calculated using behavioral science methodology and statistical modeling. Consumers evaluate brands across multiple dimensions aligned with Comfort, Joy and Meaning. These responses are weighted based on their predictive power for specific behaviors, then synthesized into individual component scores (Comfort, Joy, Meaning) and a composite Signal Strength score (0-100).
How does Signal Strength differ from traditional brand metrics?
Unlike traditional metrics that measure awareness, preference, or emotional response, Signal Strength uses behavioral science to predict action. We don’t ask what messages people like – we identify which fundamental human wants drive their brand choices. Signal Strength measures clarity: How clearly does your brand signal its ability to fulfill Comfort, Joy and Meaning?
How can companies measure their Signal Strength?
Your company may not already be represented in the 25 brands measured in our initial study. However, Signal Theory can conduct custom C/J/M Framework research for your brand using our proven behavioral science methodology.* Use your Signal Strength to: • Benchmark against competitors on the three fundamental human wants • Identify which psychological drivers you’re missing • Apply behavioral science to creative and strategic decisions • Predict which brand changes will drive specific consumer behaviors
*Note that feasibility depends on company and industry. Industries that are more niche and audience-specific will find it more difficult and expensive to obtain sample. The survey has also been written more specifically to a general population audience and how they interact with brands.
How can media access the full report?
Members of the media can request a full copy of the research report and/or schedule interviews with the research team by contacting press@signaltheory.com.
Are Signal Theory experts available for interviews or commentary?
Yes, our research leads and strategists are available for interviews, panel discussions, and expert commentary on brand resonance and human-centered marketing.
What is the Comfort, Joy & Meaning (C/J/M) Framework?
The C/J/M Framework is Signal Theory’s proprietary behavioral science tool that measures your brand’s Signal Strength – how effectively you fulfill the three fundamental human wants of Comfort, Joy and Meaning. Grounded in Maslow’s Hierarchy, our framework goes beyond emotional measurement to predict consumer behavior based on timeless psychological principles.
Why did Signal Theory develop the C/J/M Framework?
Signal Theory created the C/J/M Framework to help organizations apply behavioral science to brand building. Rather than relying on traditional message testing or emotional measurement, our framework reveals which fundamental human wants drive consumer action – providing a psychological blueprint for building brands that create lasting connections and measurable business results.
Why should a brand care about their Signal Strength?
Your Signal Strength reveals how effectively your brand fulfills fundamental human wants – the psychological drivers that determine consumer behavior. Unlike traditional metrics that measure awareness or preference, Signal Strength predicts actions. Our research proves that brands delivering high Signal Strength across Comfort, Joy and Meaning achieve measurably better business outcomes – not by chasing trends or testing messages, but by fulfilling timeless human wants.
What can my brand gain from knowing its Signal Strength?
Knowing your Signal Strength provides a behavioral blueprint for growth: • Identify psychological gaps: Understand which human wants you’re fulfilling (and which you’re not) • Predict consumer behavior: Know which levers drive specific outcomes like repurchase or advocacy • Guide strategic decisions: Apply behavioral science to product, creative and messaging strategies • Track progress scientifically: Measure how brand changes impact consumer behavior over time
What was the goal of the C/J/M Framework research project?
The project aimed to validate that behavioral science principles – specifically Maslow’s Hierarchy – can predict consumer behavior in brand contexts. Our research confirmed that Comfort, Joy and Meaning aren’t marketing constructs; they’re fundamental psychological wants. Brands that clearly signal how they fulfill these wants achieve measurably stronger business outcomes.
Who participated in the research?
The C/J/M Framework is built on proprietary behavioral science research conducted in 2024, analyzing 1,500 U.S. consumers to measure Signal Strength – how effectively brands fulfill the fundamental wants of Comfort, Joy and Meaning.
How is Signal Strength calculated?
Signal Strength is calculated using behavioral science methodology and statistical modeling. Consumers evaluate brands across multiple dimensions aligned with Comfort, Joy and Meaning. These responses are weighted based on their predictive power for specific behaviors, then synthesized into individual component scores (Comfort, Joy, Meaning) and a composite Signal Strength score (0-100).
How does Signal Strength differ from traditional brand metrics?
Unlike traditional metrics that measure awareness, preference, or emotional response, Signal Strength uses behavioral science to predict action. We don’t ask what messages people like – we identify which fundamental human wants drive their brand choices. Signal Strength measures clarity: How clearly does your brand signal its ability to fulfill Comfort, Joy and Meaning?
How can companies measure their Signal Strength?
Your company may not already be represented in the 25 brands measured in our initial study. However, Signal Theory can conduct custom C/J/M Framework research for your brand using our proven behavioral science methodology.* Use your Signal Strength to: • Benchmark against competitors on the three fundamental human wants • Identify which psychological drivers you’re missing • Apply behavioral science to creative and strategic decisions • Predict which brand changes will drive specific consumer behaviors
*Note that feasibility depends on company and industry. Industries that are more niche and audience-specific will find it more difficult and expensive to obtain sample. The survey has also been written more specifically to a general population audience and how they interact with brands.
How can media access the full report?
Members of the media can request a full copy of the research report and/or schedule interviews with the research team by contacting press@signaltheory.com.
Are Signal Theory experts available for interviews or commentary?
Yes, our research leads and strategists are available for interviews, panel discussions, and expert commentary on brand resonance and human-centered marketing.
What is the Comfort, Joy & Meaning (C/J/M) Framework?
Why did Signal Theory develop the C/J/M Framework?
Why should a brand care about their Signal Strength?
What can my brand gain from knowing its Signal Strength?
What was the goal of the C/J/M Framework research project?
Who participated in the research?
How is Signal Strength calculated?
How does Signal Strength differ from traditional brand metrics?
How can companies measure their Signal Strength?
How can media access the full report?
Are Signal Theory experts available for interviews or commentary?
Interested in measuring your brand's Signal Strength using the C/J/M Framework? Contact Seth Gunderson to start the conversation today.
Interested in measuring your brand's Signal Strength using the C/J/M Framework? Contact Seth Gunderson to start the conversation today.
Interested in measuring your brand's Signal Strength using the C/J/M Framework? Contact Seth Gunderson to start the conversation today.
