The GlobeScan Approach to Reputation Research
(continued)

Phase 3: Analysis

In addition to providing the client with straight-on research in an accessible and user-friendly way, GlobeScan analyzes the research findings through a number of sophisticated techniques to make certain that the research is actionable:

Drivers Analysis

Driver analysis is based on the principle that numerous criteria used to describe reputation can be distilled to a manageable number of factors, and that these factors can be ranked by the degree to which they explain or drive reputation.

One of the client's strategic objectives is used as a dependent variable. The distilled factors are then applied in a regression model to determine the relative importance of each in contributing to agreement with the dependent reputation statement. From this analysis, the client obtains a deep understanding of what it needs to do to improve each stakeholder groups' assessment of the company.

Strategic Quadrant Analysis

This approach renders the drivers strategic by plotting the client's (and its competitors') performance on each driver against the importance of each driver. The analysis enables the client to see those factors that stakeholders believe are important but on which they are perceived to be under-performing. Similarly, the analysis also highlights drivers that are critical to reputation and should be supported to maintain and improve corporate reputation.

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