Stakeholder research

There is little doubt that an organisation’s reputation is its most important intangible asset. Managed effectively, it can increase loyalty, commitment and support from a wide range of stakeholders. A strong reputation creates a positive ‘halo’ around an organisation – generating a reservoir of good will as well as increasing the effectiveness of its marketing and communication activities.

We are operating in interesting times. Changed government priorities following the 2010 General Election, looming cuts in public spending, greater scrutiny and changing public attitudes to social responsibility and the environment all introduce new uncertainties. Our role is to help organisations understand what is important, so they can deliver the right messages to their stakeholders.

For over 40 years we have conducted research among our clients’ key audiences and stakeholders, including MPs, MSPs, local authority chief executives, business and financial journalists, captains of industry and editors. We have worked hard to establish our own reputation, so we can access these people. With our office here in Edinburgh, we are in a good position to provide authoritative, independent assessments of the views and attitudes of the country’s key stakeholders.

How we do it
A useful concept is the ‘Reputation Halo’. This acts as the bridge between corporate reputation and brand equity.

• Brand is what you say about yourself.
• Reputation is what people think about you once they have got to know you. 
• Brand equity is the positive impact that knowledge has on the decisions they make: buy your product, invest in you, work for you.

The Halo’s strength is determined and populated by the key building blocks of reputation: awareness, familiarity, favourability, trust, advocacy as well as the attributes you are associated with. Therefore, depending on your performance in these areas, the Halo could have a positive or negative impact on brand equity. This is the area that strategic reputation research is concerned with - understanding the factors that impact on ‘halo performance’ and helping clients actively manage them. 

Reputation Council
Ipsos MORI’s Reputation Centre has assembled some of Europe’s most senior corporate communicators to form the Reputation Council. The Council consists of senior communicators drawn from a range of blue chip organisations operating across Europe. It brings unparalleled levels of communications expertise, and through our regular feedback sessions provides insight on a wide range of reputation issues both within the corporate environment and in the wider world.

 
Click here to view a list of past projects