Corporate reputation
Measure how people see your company
We survey the public, your customers and other groups you name about trust, openness, responsibility and the other things that shape how your company is seen. You can compare groups, compare yourself with peers and repeat the study to see what moves.
Scores by audience
Significant gap
- Reliable supplysignificant gap74%63%
- Trust on billingsignificant gap38%52%
- Openness45%47%
- Responsibility51%49%
- Servicesignificant gap68%58%
Speaking up for it
Net score, 0 to 10 scale
- Same questions, every audience
- Link to your own list
- Peers on the same measures
Ask the study
Where do customers and the public differ most?
Trust on billing: 38% of customers trust it, against 52% of the public.
Numbers checked against the data
Questions it answers
- How do the public and our customers see us?
- Do people trust us to do the right thing?
- How do we compare with our peers?
- Did the news story change anyone’s mind?
- What do people link to our company?
Why it matters
Each audience sees a different company
Customers, the public, employees, investors and partners all judge a company from where they stand. A news story, a price rise or a service problem can shift one group's view and leave another untouched. Without measuring each group the same way, it is hard to know who changed their mind, by how much and why. A reputation study puts every group on the same measures, so you can compare them.
Customers: favorablePublic: favorableEmployees, investors and partners can move on their own too.
How it runs
How a reputation study runs
Every audience answers the same core questions, so one group can be read against another.
- 01
Choose the audiences
The general public can be surveyed on our panel. Customers, staff or partners usually answer through a survey link you send to your own lists. For harder groups, we check feasibility before we quote.
- 02
Agree the measures and the peers
Pick the areas that matter in your sector and the companies you want to be compared with. Keep the core wording fixed if you plan to repeat the study.
- 03
Get the scores and the reasons
Rating questions give the scores. Open, audio and video answers explain them and are grouped into themes.
- 04
Repeat to see change
Run the same core questions again on a schedule, or before and after an event, to see what has moved.
Two audiences, one study
Example: an energy company before a rate review
Customers
A survey link to a sample of the company’s own list
Public
Adults in the service area, on our panel
CustomersPublicSignificant gap
- Reliable supplysignificant gap74%63%
- Trust on billingsignificant gap38%52%
- Openness45%47%
- Responsibility51%49%
- Servicesignificant gap68%58%
Next round, after the review
The same core questions, after clearer bills
Audiences
Two audiences, one questionnaire
Before a rate review, a survey link goes to a sample of the company’s customers. Adults in its service area answer the same questions on our panel.
Customers by link, public on our panel
Scores
The same measures, side by side
Both groups rate trust, openness, responsibility and service. Every measure is shown for each group, with a marker where the gap is significant.
Significance markers
The gap
Where the two views split
Customers rate reliability well, but trust the company less on billing than the public does. The problem is the bill, not the service.
Gap: trust on billing
Next round
Fix, then ask again
The company plans clearer bills and a repeat survey after the review, with the core wording kept the same so the two rounds can be compared.
Same core questions next round
KPI definitions
Reputation measures
The same measures for every audience and for every peer company.
- KPI 01
Familiarity
How well people feel they know the company.
- KPI 02
Overall opinion
From very favorable to very unfavorable.
- KPI 03
Trust
Whether people trust the company to do the right thing.
- KPI 04
Openness
Whether it is honest and clear about what it does.
- KPI 05
Responsibility
How it treats customers, staff, communities and the environment.
- KPI 06
Innovation
Whether it is seen as moving its field forward.
- KPI 07
Speaking up for it
Whether people would speak well of the company, on a 0 to 10 scale.
What you get
What you get
Each audience on the same measures, side by side, with the reasons in their own words.
- 01
Scores by audience
Every measure for each group you surveyed, side by side, with significance markers.
- 02
You against your peers
The same measures for each company you chose to compare with.
- 03
What people link to you
Open answers grouped into themes, with quotes and a word cloud.
- 04
What moves overall opinion
Which areas are most closely tied to how people rate you overall.
- 05
Change over time
When the study repeats, each measure across the rounds.
Choosing the method
When to use it, and when not to
Use it when
You need to know how the public, your customers or other groups see the company, and how you compare with peers.
Brand health tracking
When your question is about a product brand and the people who buy it.
Use insteadCustomer satisfaction & NPS
When you need to know how customers rate their experience with you.
FAQ
Questions, answered
Which audiences can you survey?
The general public through our panel, and your customers, staff or partners through a survey link you send to your own lists. For other groups, such as investors or journalists, tell us who you need and we will check what is realistic before we quote.
Can you compare us with other companies?
Yes. Respondents rate the peer companies you choose on the same measures. We do not hold reputation norms for whole sectors, so comparisons are with the peers in your study.
How often should we measure reputation?
Once a year suits a company in a steady period. If you face an event, such as a merger, a recall or a price rise, measure before and after it.
Related
Goes well with
Find out where your reputation stands
Tell us which audiences matter most and which companies you want to be measured against.
Nearest office: Orlando, FL (corporate office)