New Research Exposes the Blind Spot in Modern Marketing: Technology Can Target, But Can't Connect

Signal Theory Launches Human Resonance Score

KANSAS CITY, Mo., Oct. 8, 2025 /PRNewswire/ -- Signal Theory, an advertising agency focused on leveraging behavioral science, has released groundbreaking research that challenges brands to move beyond technology-driven targeting and reconnect with timeless human wants. The report, titled, "The Power of Comfort, Joy and Meaning in Branding" introduces The Human Resonance Score, a proprietary metric that measures how brands emotionally and cognitively resonate with consumers through three core dimensions: Comfort, Joy and Meaning.

The research reveals a stark disconnect: While 88% of Americans see marketing messages from the same brand across their digital ecosystem, only 24% feel that these messages fit their lifestyle. With 78% of consumers feeling overwhelmed by brand messages, the path forward isn't more targeting – it's deeper resonance.

"CMOs have more targeting technology than ever before, but measuring what truly drives connection has remained a challenge," said Samantha Scantlebury, Senior Director, Brand Strategy at Signal Theory. "The Human Resonance Score gives marketing leaders a proven framework that takes the guesswork out of brand building. It's a predictive tool that correlates directly with repurchase intent, loyalty and advocacy."

Based on responses from 1,500 U.S. consumers, the research identified critical patterns:

Connection Drives Results: Comfort strongly drives repurchase intent, Joy drives word-of-mouth recommendations and Meaning drives brand advocacy.

Key Findings:

• 72% want brands that truly resonate with them
• 66% ignore messages due to lack of relatability
• Only 19% regularly see marketing that aligns with their personal values

What This Means for Brands
The Human Resonance Score provides a competitive advantage by understanding brand strengths across Comfort, Joy and Meaning; benchmarking against competitors; aligning strategies with consumer wants; and driving measurable growth through deeper resonance.
Signal Theory offers custom Human Resonance Score assessments for brands. Download the full research report.

NOTE TO MEDIA: Data may be reproduced when cited: "The Power of Comfort, Joy and Meaning in Branding" Signal Theory Human Resonance Score Research Report, ©2025 by Signal Theory. All rights reserved. 

Access the full media kit, including infographics of key research findings.

About Signal Theory
Signal Theory  is a branding and design firm that creates Comfort, Joy and Meaning through human insights. Named by Ad Age as an Agency of the Year and Best Place to Work.

SOURCE Signal Theory Inc.