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Decipher Index
Decipher Index, created by Burson and Limbik, uses cognitive AI to evaluate and predict the impact of various themes with broad social, political, and organizational implications.
2024 is set to be a year filled with disruptive forces. From elections in more than 40 countries, to the Paris Olympics and ongoing conflicts in Ukraine and the Middle East, efforts to influence people will leverage various global and cultural issues. This inherently creates risk for organizations and brands. By understanding which themes are likely to energize online users, companies can mitigate potential reputational crises and build organizational resilience.
North America
PFI Rankings
Regional themes are ranked by PFI (Potential For Impact) as determined by our cognitive AI, which combines Virality and Believability to predict which themes are most likely to resonate with the adult population in each of five regions globally. Our PFI model sources artifacts (social posts, news stories, etc.) related to each theme from more than 1.5 million global sources to predict whether people in the region are likely to find the themes believable or trustworthy (Believability) and how likely themes are to energize online users (Virality).
Last Update:
November 13, 2024
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Bottom Line Up Front
Burson Decipher powered by Limbik can be deployed to quantify information risk in more than 100 countries.
Unsurprisingly, 2024 Elections garners the highest PFI this week. While the Senate will be under Republican control, 12 House seats have yet to be called as of November 13, leading to uncertainty over which party will control the House. Furthermore, Trump's confirmation of Mike Waltz as National Security Adviser has prompted applause from both Republicans and Democrats. Moreover, according to national media, Trump is expected to nominate Marco Rubio for Secretary of State, a move that is favored by those on both sides of the aisle. However, some wings of the party and supporters of Ric Grenell have cautioned the media to wait in hopes he is selected. Relatedly, Trump's pick of South Dakota governor Kristi Noem as Homeland Security secretary is prompting further discourse online as her background lacks national security experience and she recently faced backlash for shooting her dog, which was detailed in her memoir.
Business in Russia is this week’s biggest mover likely due to a multitude of events, especially around Trump’s electoral victory, Trump’s ties to Russia, and the likely pressure on Russia’s oil and gas industry when he takes office in January 2025 as the E.U. has indicated a possible interest in pursuing more LNG imports from the U.S. At the same time, Russia-linked stocks surged in regional markets after Trump's win due to some people's belief that there could be leniency for business relations between the two countries. This comes as Trump promises to divide Russia from China, a lofty goal even according to some close to the Republican Party.
