The Harte Hanks Behavioral Index is a global initiative to uncover emerging drivers of behavior. We seek to identify relationships between emotional anomalies and resulting behavior, ranking and scoring those behaviors against brand performance.
In our initial wave of the study, The Harte Hanks Behavioral Index: Covid-19, we set out to identify the core emotions and decision-making principles driving shifts in behavior.
This second wave of the Harte Hanks Behavioral Index evaluates shifts in global emotional cues and behavior, and also a brand’s ability to shift behavior. Here we assess which brands impact human behavior the most, and which do not, defining exactly what brands need to do in order to influence behavior and grow.