Category Archives: Research

Teenagers consume more ethically

An interesting study conducted by MediaCom for Marketing Dive show how teenagers (in the US) are increasingly basing their consumption choices on ethical considerations. The key findings include that: More than half (54%) of the surveyed teenagers (16-19y) say that they have deliberately purchased or stopped using a brand because of its ethics. Specific brands that… Read More »

Corporate Social Responsibility – the Corporate Hypocrisy

Two weeks ago, professors Magali Delmas (University of California, LA) and Tom Lyon (University of Michigan) published an opinion piece in The Conversation that is absolutely worth reading, especially in the context of my recent article on Environmental, Social and Corporate Governance (ESG) Reporting. In the article both business professors asses what they call “talking green while… Read More »

Harris Poll’s corporate reputation quotient

I have covered various measures for corporate reputation in previous blog posts. Today I want to introduce another – quite different – quantitative approach: Since 1999, Harris Poll Reputation Quotient research has evaluated public perceptions across 20 attributes, classified into six dimensions of corporate reputation. According to Harris, this allows them to reliably trend performance… Read More »

Key Digital Trends 2017 – Ogilvy’s predictions and what to do about them

As 2017 begins, agencies and brands are looking to key trend measurements. The fourth annual Key Digital Trends report for 2017 has been released, all thanks to two of Ogilvy’s digital and innovation leaders, Marshall Manson, CEO at Ogilvy PR, and James Whatley, Planning Partner – Innovation at Ogilvy & Mather London. The report is… Read More »

How 3 star reviews can crush your reputation (and business)

Every year since 2010, Bright Local, an online search agency, conducts a large study on the role and relevance of online reviews. The most recent Online Review Survey provides a few very meaningful insights into the role of online review for buying decisions. It shows a further increase in the role of such reviews for online… Read More »

Top 100 Companies by Reputation in 2017

The Reputation Institute (RI) yesterday announced the company’s annual Global RepTrak® 100 rankings. Based on over 170,000 ratings collected in the first quarter of 2017, the survey is the largest corporate reputation study of its kind, and includes comparative ratings, trends by demographic cuts, and unique insights into which companies are best regarded by stakeholders… Read More »