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The Harris Poll Reputation Quotient® (RQ®)


Our Annual Reputation Quotient Study

The 2015 Harris Poll Reputation Quotient (RQ®) measures the reputations of the most visible companies in the U.S. as perceived by the general public and opinion elites. The annual RQ has been running for over 15 years and has proven to be an important baseline for managing the reputation of your company and critical for identifying new market risks and opportunities.

This year, the annual RQ survey evaluated the reputations of the 100 most visible companies in the US, as well as other companies representing major industry sectors. Over 4,000 respondents are asked to name two companies that stand out as having the best and the worst reputations overall. All interviews are conducted in English.

RQ research evaluated perceptions of 27,000 people across 20 attributes that are grouped into six dimensions of reputation:

  • Products & Services 
  • Financial Performance 
  • Workplace Environment  
  • Social Responsibility 
  • Vision & Leadership 
  • Emotional Appeal

We use this powerful tool to assist you in understanding the foundation of your corporation's reputation, as well as the perceptions that are most closely associated with consumers' behavior when it comes to purchasing your company's products and stock.


New in 2015

To offer far deeper insight by industry, Harris Poll expanded the list to 100 companies this year, up from 60. In another new feature, Harris Poll had each company rated by 100 Opinion Elites, a sub-segment of the main survey respondents who are more informed, engaged, and likely to act based on corporate conduct and other reputation factors.

With over a decade of experience in the field, our team has consistently demonstrated the link between strong corporate reputations (i.e., perceptions) and positive supportive behaviors toward those companies, including product purchase and investment behavior. Moreover, we have identified a strong positive relationship between change in reputation and change in market capitalization.

Over the years, our team has provided corporate reputation research-based insights and actionable consulting for some of the world’s largest enterprises. Our practice has turned corporate reputation measurement—and more importantly—reputation management into a science based on one simple concept: Your stakeholders’ perception is your corporate reputation.


To view the Executive Summary.

To view the Press Release.

To view the Reputation Quotient rankings of the 100 most visible companies in the US.



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