The Power of Comfort, Joy
and Meaning
in Branding
The Power of Comfort, Joy
and Meaning in Branding
The Power of Comfort, Joy and Meaning
in Branding
Our comprehensive study of 1,500 consumers reveals the three fundamental drivers of brand resonance: Comfort, Joy and Meaning. We’ve proven these aren’t just “soft” metrics – delivering on them directly correlates with hard business outcomes like repurchase likelihood, word-of-mouth recommendations and brand advocacy. Get your copy of Human Resonance Score report.
Our comprehensive study of 1,500 consumers reveals the three fundamental drivers of brand resonance: Comfort, Joy and Meaning. We’ve proven these aren’t just “soft” metrics – delivering on them directly correlates with hard business outcomes like repurchase likelihood, word-of-mouth recommendations and brand advocacy. Get your copy of Human Resonance Score report.
FAQs
FAQs
FAQs
Take a look at Frequently Asked Questions about this project
Take a look at Frequently Asked Questions about this project
What is the Human Resonance Score?
The Human Resonance Score is a proprietary framework developed by Signal Theory to measure the degree to which a brand, message, or experience emotionally and cognitively resonates with people based on three core human wants: Comfort, Joy and Meaning. These identified wants directly align with the needs in the well-known Maslow's Hierarchy of Needs.
Why did Signal Theory develop the Human Resonance Score?
Signal Theory created the Human Resonance Score to help organizations better understand and optimize how their brands connect with audiences on a deeper, more human level. The score provides actionable insights for improving brand relevance, loyalty and impact through better delivery on the three core human wants of Comfort, Joy and Meaning.
Why should a brand care about the Human Resonance Score?
The Human Resonance Score offers a breakthrough perspective on the brand-consumer relationship. In a world where consumers are bombarded by messages and brands are more visible than ever, our research, summarized in a report, reveals that true business growth comes not from more technology, but from focusing on timeless human wants: Comfort, Joy, and Meaning. The Human Resonance Score – centered on Comfort, Joy and Meaning – offers a powerful, actionable framework for building brand experiences that truly resonate. By embedding these human experiences at every stage, brands can foster deeper connections, drive loyalty and create memorable, shareable moments.
What can my brand gain from knowing its Human Resonance Score?
Knowing a brand’s Human Resonance Score is a competitive advantage by: Understanding your brand’s Human Factor strengths and weaknesses Aligning with your consumer’s Comfort, Joy and Meaning needs Using score insights to guide product, marketing and messaging strategies Driving measurable growth through resonance
What was the goal of the Human Resonance Score research project?
The project aimed to identify the key drivers of human resonance in brand communications and to develop a reliable, data-driven framework for measuring and enhancing resonance across industries. The research validated that Comfort, Joy and Meaning are indeed imperative human wants, and by scoring well against these wants, brands have the ability to resonate with their customers on a deeper and more powerful level.
Who participated in the research?
The Human Resonance Score is built on proprietary research conducted in 2024, utilizing responses from 1,500 U.S. consumers across diverse demographic backgrounds to measure brand resonance through Comfort, Joy, and Meaning.
How was the Human Resonance Score calculated?
The score is derived from a combination of quantitative survey data, psychometric analysis, and advanced statistical modeling. Respondents evaluated brands and messages on dimensions such as satisfaction, anticipation, values alignment and others that were classified within Comfort, Joy and Meaning measures. These responses were weighted and synthesized into Comfort, Joy and Meaning scores and a single composite Human Resonance Score.
How does the Human Resonance Score differ from traditional brand metrics?
Unlike traditional metrics that focus on awareness or preference, the Human Resonance Score measures the depth and quality of emotional and cognitive connection based on the power of delivering on Comfort, Joy and Meaning. It captures both conscious and subconscious drivers of brand affinity.
How can companies access and use the Human Resonance Score?
Your company may not already be represented in the 25 brands measured in this first survey wave. However, Signal Theory may be able to conduct a custom wave of research for your brand and your competitors against your target audience using the established and proven methodology.* Companies can use the score to: - Benchmark their brand resonance against competitors - Identify strengths and gaps in connecting on Comfort, Joy and Meaning - Guide creative and strategic decisions - Track progress over time
*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?
A summary of the Human Resonance Score report is available on Signal Theory’s website (webpage needed). 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 Human Resonance Score?
The Human Resonance Score is a proprietary framework developed by Signal Theory to measure the degree to which a brand, message, or experience emotionally and cognitively resonates with people based on three core human wants: Comfort, Joy and Meaning. These identified wants directly align with the needs in the well-known Maslow's Hierarchy of Needs.
Why did Signal Theory develop the Human Resonance Score?
Signal Theory created the Human Resonance Score to help organizations better understand and optimize how their brands connect with audiences on a deeper, more human level. The score provides actionable insights for improving brand relevance, loyalty and impact through better delivery on the three core human wants of Comfort, Joy and Meaning.
Why should a brand care about the Human Resonance Score?
The Human Resonance Score offers a breakthrough perspective on the brand-consumer relationship. In a world where consumers are bombarded by messages and brands are more visible than ever, our research, summarized in a report, reveals that true business growth comes not from more technology, but from focusing on timeless human wants: Comfort, Joy, and Meaning. The Human Resonance Score – centered on Comfort, Joy and Meaning – offers a powerful, actionable framework for building brand experiences that truly resonate. By embedding these human experiences at every stage, brands can foster deeper connections, drive loyalty and create memorable, shareable moments.
What can my brand gain from knowing its Human Resonance Score?
Knowing a brand’s Human Resonance Score is a competitive advantage by: Understanding your brand’s Human Factor strengths and weaknesses Aligning with your consumer’s Comfort, Joy and Meaning needs Using score insights to guide product, marketing and messaging strategies Driving measurable growth through resonance
What was the goal of the Human Resonance Score research project?
The project aimed to identify the key drivers of human resonance in brand communications and to develop a reliable, data-driven framework for measuring and enhancing resonance across industries. The research validated that Comfort, Joy and Meaning are indeed imperative human wants, and by scoring well against these wants, brands have the ability to resonate with their customers on a deeper and more powerful level.
Who participated in the research?
The Human Resonance Score is built on proprietary research conducted in 2024, utilizing responses from 1,500 U.S. consumers across diverse demographic backgrounds to measure brand resonance through Comfort, Joy, and Meaning.
How was the Human Resonance Score calculated?
The score is derived from a combination of quantitative survey data, psychometric analysis, and advanced statistical modeling. Respondents evaluated brands and messages on dimensions such as satisfaction, anticipation, values alignment and others that were classified within Comfort, Joy and Meaning measures. These responses were weighted and synthesized into Comfort, Joy and Meaning scores and a single composite Human Resonance Score.
How does the Human Resonance Score differ from traditional brand metrics?
Unlike traditional metrics that focus on awareness or preference, the Human Resonance Score measures the depth and quality of emotional and cognitive connection based on the power of delivering on Comfort, Joy and Meaning. It captures both conscious and subconscious drivers of brand affinity.
How can companies access and use the Human Resonance Score?
Your company may not already be represented in the 25 brands measured in this first survey wave. However, Signal Theory may be able to conduct a custom wave of research for your brand and your competitors against your target audience using the established and proven methodology.* Companies can use the score to: - Benchmark their brand resonance against competitors - Identify strengths and gaps in connecting on Comfort, Joy and Meaning - Guide creative and strategic decisions - Track progress over time
*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?
A summary of the Human Resonance Score report is available on Signal Theory’s website (webpage needed). 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 Human Resonance Score?
Why did Signal Theory develop the Human Resonance Score?
Why should a brand care about the Human Resonance Score?
What can my brand gain from knowing its Human Resonance Score?
What was the goal of the Human Resonance Score research project?
Who participated in the research?
How was the Human Resonance Score calculated?
How does the Human Resonance Score differ from traditional brand metrics?
How can companies access and use the Human Resonance Score?
How can media access the full report?
Are Signal Theory experts available for interviews or commentary?
Interested in getting a Human Resonance Score for your brand? Contact Seth Gunderson to start the conversation today.
Interested in getting a Human Resonance Score for your brand? Contact Seth Gunderson to start the conversation today.
Interested in getting a Human Resonance Score for your brand? Contact Seth Gunderson to start the conversation today.