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 important strategic 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 and business alignment, 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 on a wide variety of issues including; business purpose, sustainability, ESG and the relationship between corporate and consumer brands.

Our approach

We use both survey and online methodologies to evaluate our client’s reputation health. We focus our efforts on identifying the issues that drive trust through key driver analysis. We see the delivery of insights as a job only half done. We work closely with our clients to support them in the action planning process.

Our Solutions

Reputation Tracking

Across all our reputation tracking projects, our goal is to deliver strategic insights that tackle our clients’ current and future reputation challenges. We design our research from the ground up – which means we take the time and effort to understand our client’s businesses, markets and emerging issues. We also benefit from the knowledge and expertise of over 150 global Senior Communicators, who make up our prestigious Reputation Council.

Innovation is a key aspect of our offer and we’re working on exciting new developments in areas such as equity flow (the way value moves between corporate and consumer brands) and RISE – our reputation intelligence system that integrates survey and social media data.

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 RISE (Reputation Intelligence for Strategic Evaluation) is our system for integrating survey research driven insights with non-survey data (including social listening data, traditional media information, and other non-survey sources). RISE integrates survey and non-survey data. In competing tools data is not organized by importance and can cause an artificial sense of crisis – too much to filter through to determine what is important. RISE uses survey data to organize digital intelligence into the most important themes providing a clear sense of impact.

Ipsos applies our expertise in driver analysis and issue importance in order to determine what is important in non-survey data. RISE includes more than social media. RISE integrates social media analytics with traditional media as well as other non-survey data sources. RISE provides the ability to filter results by stakeholder audiences. Unlike most tools that examine results only in the aggregate, RISE provides the ability to filter results by opinion leaders, politicians, media, and other audiences (as well as the ability to filter out BOTS).

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.