Everyone wants to measure reputation. Measurement, big data, metrics are all the conversation today. As I have mentioned before, reputation is high on CEO agendas as they see more companies lose reputation equity and that calls for better research. I just came across the Arthur W. Page Society, The CEO View: The Impact of Communications on Corporate Character in a 24×7 Digital World study which noted that some CEOs “report measuring as many as 30 different brand attributes as experienced by as many as 15 discrete stakeholder groups.” That give you a sense of how research has become more complex as the world has become smaller and scrutiny greater. 15 different stakeholder groups! It used to be employees, customers, media, investors and government officials. So whose among these added groups? NGOs, online influencers, bloggers, naysayers….it is never ending.
The report calls this “high-resolution measurement.” A great term. Hard-data rules.