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The drivers of place reputation: What makes a great place to visit, live, and invest?

Amazon’s search for an additional headquarters city has suddenly made economic development a headline-grabbing topic. So what really drives business decisions in terms of where to invest? And how does that differ from the decisions people and families make each day in terms of where to vacation, or where to live?

It comes down to a combination of factors that influence a location’s reputation.

Ipsos conducted an exclusive new survey about the drivers of place-based reputations. The study was split between a general population survey and a focused survey on business decision makers. 

The findings show that cities, states, and nations need to have a strong foundation of safety, affordability, and “favorable” climates in order to compete in any of these spaces. Beyond those basics, a vibrant environment with an exciting downtown, restaurants, and transit options are other important considerations. While some aspects of a place’s character vary in importance depending on the audience, many consistencies are also evident in the data.

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The author(s)

  • Jason McGrath
    Executive Vice President and US Head, Ipsos Corporate Reputation

More insights about Travel, Tourism & Transport

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