Corporate Reputation | Ipsos
Corporate Reputation

Corporate Reputation

Unlocking the value of reputation by building trust with your stakeholders.

We help clients unlock the value of reputation, an increasingly important business asset that impacts your business performance. Effective reputation management across your organisation’s value chain will ensure that all your stakeholders are engaged with your company’s mission and purpose.

Ipsos is widely regarded as the most trusted source of specialist research and guidance for business leaders who aspire to better decision making when it comes to reputation, crisis management, corporate communications and corporate policy. We work with some of the world’s biggest companies advising them on how to manage their reputation across multiple markets and cultures.

With over 40 years of experience and an international team of leading reputation research experts, we help our clients to identify the issues and actions that build corporate reputation. We design research that helps to identify and close any perceived gaps between what you say and what you do. This is because our approach is based on evidence that trust is at the heart of your reputation and the most trusted companies in the world are seen to deliver on the promises they make.

Together with our clients we identify and engage their key stakeholders including customers, employees, government and media, who can all impact on your business’s license to operate and competitiveness.

Our Reputation Tracking methodology includes overall reputation health and trust, key drivers’ analysis, issue management, communications, and workshops designed to ensure internal/external alignment between your company’s positioning and stakeholder’s perceptions. We also conduct studies on Issues and Crisis Management, CSR/Sustainability impact and optimization, and Communications Planning.

Across all our projects our goal is to deliver strategic insights that tackle our clients’ current and future reputation challenges. Innovation is therefore key to our offer and we are working on exciting new developments in areas such as equity flow (the way value moves between corporate and consumer brands) and reputation intelligence systems that integrate survey and social media data.

Key Studies:

Key Influencer Tracking (KIT)

Alongside our bespoke reputation research solutions, we offer a programme of Key Influencer Tracking studies among senior stakeholders that include; UK Politicians, Business and Financial Press, Business Leaders, Transport Leaders and Opinion formers on Corporate Responsibility. Our clients use these cost-effective studies to:

  • Understand the reputational landscape in which their company or organisation operates
  • Investigate opinions on key, current issues affecting the sector
  • Measure and track their reputation compared to similar organisations or competitors
  • Identify the factors that drive favourability and advocacy amongst these important groups
  • Identify activities and communication messages which develop and maintain an organisation’s reputation

More details on these studies.

Ipsos Reputation Council

The Reputation Council's mission is to increase understanding of the issues and challenges facing communicators in the corporate environment, as well as capturing an expert view on key trends, issues and events in the wider world. Council members are contacted on a yearly basis for a short (approximately 20 minutes) confidential telephone interview.

Topics covered fall into three key areas:

  • Reputation management trends: The focus is on challenges facing the communication and reputation management function, reputation and the bottom line and reputation management as an agent for change.
  • Current issues/topical issues: Council members are invited to rate or comment on topical events from a communication/reputation management perspective. This could include corporate incidents such as corporate misbehaviour, product recalls or conversely examples of excellence in reputation management.
  • Wider social, economic and cultural trends: Council members explore communications and reputation management within the context of broader issues such as sustainability, engaging with millennials and communicating in a post-truth age.

Recent reports from the Ipsos Reputation Council.

Case studies: 

Global internet company

Business issue: The eighth year of this global study gauging opinions of the corporate brand within the context of reputational threats and opportunities.

Our solution: The research covered key reputation metrics in addition to qualitative questions around brand positioning, strengths and weaknesses, industry and societal issues. This is the eighth year of measurement among these key opinion formers for the company.

Impact: The research is seen as a critical plank in the strategic planning process. It informs the company’s policy and message development strategy as well as guiding its key influencer engagement activities.

Global oil and gas company

Business issue: Research across eight markets that provides a focus for the client’s global reputation management.

Our solution: Includes Key Driver Analysis to identify priority issues and the definition and monitoring of Key Performance Indicators (KPIs). One of these KPIs is a composite “Trust Index” based on responses to selected attribute statements. Local communications teams have a high degree of autonomy – our role is instrumental in convincing them of the value of this research.

Impact: Research is helping to drive change throughout the organisation by empowering local management teams with robust, relevant, strategically focused insights.

Global consumer products company

Business issue: We are working with a global consumer products company providing international reputation research and consultancy to support a strategic review of its brand architecture. This program represents a fundamental change for the company as it begins to endorse its product brands.

Our solution: We are a strategic partner in the transformation process and collaborate with communications and business leaders across the organisation.

Impact: Corporate brand featured in advertising for the first time. This generated external awareness and internal support for the realignment of the corporate brand.