Harris 2013 reputation study
Content
2013 RQ® | USA Summary Report | February 2013
14th Annual RQ Study
The Harris Poll 2013 RQ® Summary Report Summary Report
A Survey of the U.S. General Public Using p the Reputation Quotient®
RQ Ratings: November 13th – November 30th, 2012 N b 30 2012
14,000+ people interviewed
© Harris Interactive 2013. All rights reserved. Republication or redistribution of this information without permission is strictly prohibited.
2013 RQ® | USA Summary Report | February 2013
The Reputations of the Most Visible Companies of the Most Visible Companies ‐ Executive Summary
Survey of the U.S. General Public Survey of the U.S. General Public
© Harris Interactive
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2013 RQ® | USA Summary Report | February 2013
Amazon.com has highest reputation (82.62) of 60 most visible companies, just edging out last year’s leader Apple (82.54), which i j t d i tl t ’ l d A l (82 54) hi h falls to #2
• Amazon reputation built across full spectrum of reputation dimensions
– Ranks top 5 in 5 of the 6 reputation dimensions – Leads in Emotional Appeal and Products and Services
•
5th consecutive year that Amazon’s reputation characterized as “Great” with RQ score ti th t A ’ t ti h t i d “G t” ith RQ 80+ Amazon receives nearly 100% positive ratings on all measures related to trust and Amazon receives nearly 100% positive ratings on all measures related to trust and tremendous support in Advocacy and Word of Mouth
•
Guide to RQ Scores 80 and above: Excellent// 75‐80: Very Good// 70‐75: Good// 65‐74: Fair// 55‐64: Poor// 50‐54: Very Poor// Below 50: Critical 80 d b ll // 80 V G d// 0 G d// 6 4 i // 64 // 0 4 V // l 0 Cii l
© Harris Interactive
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2013 RQ® | USA Summary Report | February 2013
State of corporate reputation in US is quite muddled with “pragmatic realism” characterizing the public’s views “ ti li ” h t i i th bli ’ i
• • • Nearly 8 in 10 say nothing has really changed in the last year Many strongly negative perceptions are down, but little positive to report Number of companies with great reputations falls from 16 to 8 to 6 over past 2 years
Guide to RQ Scores 80 and above: Excellent// 75‐80: Very Good// 70‐75: Good// 65‐74: Fair// 55‐64: Poor// 50‐54: Very Poor// Below 50: Critical 80 d b ll // 80 V G d// 0 G d// 6 4 i // 64 // 0 4 V // l 0 Cii l
© Harris Interactive
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2013 RQ® | USA Summary Report | February 2013
Biggest changes reflective of economic environment and expectations of the public t ti f th bli
• Auto and Financial Services industries show strong growth
– Whil While at company level, Financial Services, Energy, and Auto show biggest gains l l Fi i lS i E dA h bi i
• •
Retail, Tech and CPG, darlings during the downturn, take biggest falls Bank of America remains in bottom 5, but has largest reputation rebound (6 points), with growth across all dimensions
Guide to RQ Scores 80 and above: Excellent// 75‐80: Very Good// 70‐75: Good// 65‐74: Fair// 55‐64: Poor// 50‐54: Very Poor// Below 50: Critical 80 d b ll // 80 V G d// 0 G d// 6 4 i // 64 // 0 4 V // l 0 Cii l
© Harris Interactive
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2013 RQ® | USA Summary Report | February 2013
Characteristics that separate the great companies show shifts from 2 years ago • Drivers for “Great” companies 2011
– – – – – Admire and respect Trust the company High ethical standards High ethical standards Outperforms competition Good value for the money
• Drivers for “Great” companies 2013
– – – – – – Outperforms competition Admire and respect Trust the company Trust the company Plays a valuable social role Good company to work for Good feeling about the company Good feeling about the company
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2013 RQ® | USA Summary Report | February 2013
Supporting Data
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2013 RQ® | USA Summary Report | February 2013
The Reputation Quotient® (RQ ®) Research Instrument
20 Attributes folded into 6 Dimensions 20 Att ib t f ld d i t 6 Di i
RQ Score = [(Sum of ratings on the 20 attributes)/ (the total number of attributes answered X 7)] X 100. Maximum RQ = 100. Maximum RQ = 100 •Supports Good Causes •Environmental Responsibility •Community Responsibility
Social Responsibility Vision & Leadership
•Market Opportunities •Excellent Leadership •Clear Vision for the Future
Emotional Appeal
•Feel Good About •Admire and Respect •Trust
Reputation
•Outperforms Competitors •Record of Profitability •Low Risk Investment •Growth Prospects p
Products & Services
•High Quality •Innovative •Value for Money •Stands Behind
Financial Performance
Workplace Environment
•Rewards Employees Fairly •Good Place to Work •Good Employees
© Harris Interactive
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2013 RQ® | USA Summary Report | February 2013
The 2013 RQ® The Reputations of the Most Visible Companies Th R t ti f th M t Vi ibl C i
Rank 1‐15
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 Amazon.com Apple pp The Walt Disney Company Google Johnson & Johnson The Coca Cola Company The Coca‐Cola Company Whole Foods Market Sony Procter & Gamble Co. Costco Samsung Kraft Foods USAA Nike Nik Microsoft
RQ
82.62 82.54 82.12 81.32 80.95 80.39 80 39 78.65 78.29 77.98 77.95 77 95 77.70 77.46 77.39 77.24 77 24 76.46 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30
Rank 16‐30
The Home Depot Lowe's Berkshire Hathaway Toyota Motor Corporation Ford Motor Company Starbucks Corporation Starbucks Corporation Target PepsiCo Macy's Honda Motor Company Honda Motor Company Dell Hyundai Motor Company IBM General Electric G l El t i McDonald's
RQ
76.27 75.67 75.63 75.59 74.96 74.82 74 82 74.82 74.47 74.44 74.22 74 22 73.05 72.83 72.21 71.85 71 85 71.41
Rank 31‐45
31 YUM! Brands* 32 State Farm Insurance* 33 Chick‐Fil‐A* 34 Hewlett‐Packard Company 35 Burger King* 36 Verizon Communications Verizon Communications 37 JCPenney 38 Royal Dutch Shell* 39 AT&T 40 Walmart 41 Best Buy 42 Facebook* 43 T‐Mobile 44 G General Motors lM t 45 ExxonMobil
RQ
71.41 70.31 70.11 70.01 69.83 69.41 69 41 69.12 67.59 66.57 66.03 66 03 65.92 65.63 65.60 64.44 64 44 64.38 46 47 48 49 50 51 52 53 54 55 56 57 58 59 60
Rank 46‐60
Sears Holdings Corporation Sprint Nextel Corporation p p Time Warner Monsanto* Chrysler Corporation Comcast Wells Fargo & Company JPMorgan Chase & Co. BP Citigroup Bank of America American Airlines* Halliburton* Goldman Sachs G ld S h AIG
RQ
63.54 63.25 62.82 61.70 61.44 60.99 60 99 60.47 58.20 56.55 55.90 55 90 55.85 53.85 52.51 49.39 49 39 48.57
•= New to RQ 2013 Study and/or not measured in the RQ 2012
Guide to RQ Scores
80 & above: Excellent | 75‐79: Very Good | 70‐74: Good | 65‐69: Fair | 55‐64: Poor | 50‐54: Very Poor | Below 50: Critical
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© Harris Interactive
2013 RQ® | USA Summary Report | February 2013
The 2012 RQ® The Reputations of the Most Visible Companies Th R t ti f th M t Vi ibl C i
Rank 1‐15
1 2 3 4 5 6 7 8 9 Apple Google The Coca‐Cola Company amazon.com Kraft Foods The Walt Disney Company Th W lt Di C Johnson & Johnson Whole Foods Market Microsoft
RQ
85.62 82.82 82 82 81.99 81.92 81.62 81.28 81 28 80.45 80.14 79.87 79.75 79 75 79.22 78.95 78.11 78.11 78.09 16 Kohl's
Rank 16‐30
RQ
77.95 77.78 77 78 77.39 76.72 75.95 75.55 75 55 75.39 75.11 75.02 74.83 74 83 74.60 74.26 74.04 73.92 73.63
Rank 31‐45
31 Toyota Motor Corporation 32 Hewlett Packard Hewlett‐Packard 33 Starbucks 34 Best Buy 35 General Electric 36 D ll Dell 37 Walgreens* 38 McDonald's 39 JCPenney 40 V i Verizon Communications C i i 41 Walmart 42 Netflix* 43 Sprint Nextel 44 General Motors 45 AT&T
RQ
73.53 73.41 73 41 72.97 72.68 72.60 72.59 72 59 72.10 71.77 71.23 71.16 71 16 69.25 68.12 65.90 65.31 65.09
Rank 46‐60
46 Chevron* 47 Sears* Sears* 48 Time Warner 49 T‐Mobile* 50 Chrysler 51 E ExxonMobil M bil 52 Wells Fargo & Co. 53 Comcast 54 News Corp* 55 Ci i Citigroup 56 JPMorgan Chase 57 BP 58 Bank of America 59 Goldman Sachs 60 AIG
RQ
64.72 64.26 64 26 63.38 62.82 60.30 60.01 60 01 59.50 59.10 57.14 55.95 55 95 54.84 53.50 49.85 47.57 46.18
17 PepsiCo 18 General Mills 19 Costco 20 Nike 21 USAA* USAA* 22 Lowe's* 23 IBM 24 Berkshire Hathaway 25 F d M Ford Motor Company C 26 Southwest Airlines 27 Target 28 Boeing* 29 Hyundai* 30 Macy's*
10 UPS 11 Sony 12 Honda Motor Company 13 Samsung* 14 Home Depot 15 Procter & Gamble Co.
•= New to RQ 2012 Study and/or not measured in the RQ 2011 Red boxes indicate companies that have dropped off from Most Visible List in 2013
Guide to RQ Scores
80 & above: Excellent | 75‐79: Very Good | 70‐74: Good | 65‐69: Fair | 55‐64: Poor | 50‐54: Very Poor | Below 50: Critical
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© Harris Interactive
2013 RQ® | USA Summary Report | February 2013
The 2011 RQ® The Reputations of the Most Visible Companies Th R t ti f th M t Vi ibl C i
Rank 1‐15
1. Google 2. Johnson & Johnson 2 Johnson & Johnson 3. 3M Company 4. Berkshire Hathaway 5. Apple 6. Intel Corporation 6 I t lC ti 7. Kraft Foods 8. amazon.com 9. General Mills 10. The Walt Disney Company 10 Th W l Di C 11. Procter & Gamble Co. 12. SC Johnson 13. UPS 14. Sony 15. The Coca‐Cola Company
RQ
84.05 83.13 83 13 82.56 82.30 82.05 81.94 81 94 81.67 81.14 81.04 81.04 81 04 80.98 80.74 80.51 80.44 80.38
Rank 16‐30
16. Microsoft 17. Whole Foods Market 17 Whole Foods Market 18. Honda Motor Company 19. PepsiCo 20. Costco 21. Kohl's* 21 K hl' * 22. Unilever* 23. Southwest Airlines 24. Home Depot 25. Hewlett‐Packard 25 H l P k d 26. IBM 27. Best Buy 28. Target 29. Ford Motor Company 30. General Electric
RQ
80.16 79.57 79 57 79.10 78.21 78.03 77.55 77 55 77.19 76.88 76.83 76.43 76 43 76.27 75.92 74.91 74.61 74.22
Rank 31‐45
31. Facebook* 32. 32 Nike 33. Pfizer 34. JCPenney* 35. McDonald's 36. Starbucks 36 St b k 37. Dell 38. State Farm Insurance 39. Verizon Communications 40. Walmart 40 W l 41. AT&T 42. The Allstate Corporation 43. Toyota Motor Corporation 44. Time Warner 45. Wells Fargo & Co.
RQ
74.12 74.11 74 11 73.48 73.41 72.77 72.05 72 05 71.90 71.73 71.64 69.35 69 35 69.31 68.28 68.25 66.89 66.15 46. Shell
Rank 46‐60
RQ
65.96 65.18 65 18 64.27 62.31 62.05 61.17 61 17 61.15 61.09 60.12 58.93 58 93 58.37 57.45 53.90 49.82 47.77
47. 47 Monsanto 48. Sprint Nextel Corporation 49. American Airlines* 50. Comcast 51. Delta Airlines 51 D lt Ai li 52. JPMorgan Chase 53. ExxonMobil 54. General Motors 55. Bank of America 55 B k f A i 56. Chrysler 57. Citigroup 58. Goldman Sachs 59. BP* 60. AIG
•= New to RQ 2011 Study and/or not measured in the RQ 2010 Red boxes indicate companies that have dropped off from Most Visible List in 2012
Guide to RQ Scores
80 & above: Excellent | 75‐79: Very Good | 70‐74: Good | 65‐69: Fair | 55‐64: Poor | 50‐54: Very Poor | Below 50: Critical
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© Harris Interactive
2013 RQ® | USA Summary Report | February 2013
Still strong negative perceptions with majority in the middle
Overall Reputation of Corporate America
28%
44%
Excellent/very good Good G d Fair Poor
Total
9%
19%
23%
23%
21%
4%
Very poor/terrible Not sure
0%
20%
40%
60%
80%
100%
Base: US Respondents (n=14,512) Q1310 How would you rate the overall reputation of corporate America today, where “1” means it has a “Very Bad” reputation and “7” means it has a “Very Good” reputation? © Harris Interactive
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2013 RQ® | USA Summary Report | February 2013
Return to 2008 levels. Big drop in negatives but these did not g p g become positive
Overall Reputation of Corporate America ‐ Trended
40%
31% 32% 26% 21% 18% 31%
30%
20%
10%
9% 5% 6% 7% 7% 9%
Top 2 Box Bottom 2 Box
0% 2008
n=20,477
2009
n=20,483
2010
n=21,264
2011
n=30,104
2012
n=12,961
2013
n=14,512
Base: US Respondents (n=14,512) Q1310 How would you rate the overall reputation of corporate America today, where “1” means it has a “Very Bad” reputation and “7” means it has a “Very Good” reputation? © Harris Interactive
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2013 RQ® | USA Summary Report | February 2013
8 in 10 see little difference. Things remain muddled
Perceived Past Year Change in Corporate America’s Reputation
2013 Improved a lot 2012
2% 1% 14% 8% 36% 31% 30% 31% 19% 29%
2013: 49% NET decline 2012: 60% NET decline 2013: 16% NET improve 2012: 9% NET improve
Improved a little
Stayed the same
Declined a little
Declined a lot
Base: General Public 2013 (n=12,961), General Public 2012 (n=14,512) Q1311 Which one of the following best captures your opinion of how the reputation of corporate America has changed over the past year? 1. It has improved a lot. 2. It has improved a little. 3. It has basically stayed the same. 4. It has declined a little. 5. It has declined a lot. © Harris Interactive
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2013 RQ® | USA Summary Report | February 2013
Two‐thirds remain pragmatically realistic T thi d i ti ll li ti
Perceived Reputation of Corporate America Today
2013 2012
It's great ‐ can't get any better. It should just p g g keep doing what it's doing.
1% 1% 25% 19%
2013: 26% NET good/great 2012: 20% NET good/great
It's good, solid ‐ but there's still room to improve.
It's not good ‐ but there's still hope for it to improve.
65% 67%
2013: 74% NET good/great g /g 2012: 80% NET good/great
It's terrible ‐ and there's not much it can do to improve.
9% 13%
Base: General Public 2013 (n=12,961), General Public 2012 (n=14,512) Q1312 Which one of the following best captures how you feel about the reputation of corporate America today? © Harris Interactive 15
2013 RQ® | USA Summary Report | February 2013
There are 17 notable changes in reputation among the 50 companies measured in both 2012 and 2013; with 7 being improvements d i b th 2012 d 2013 ith 7 b i i t Half of the biggest declines are seen in Technology
Significant Improvements in RQ 2013 v. 2012 2013 v 2012
Appeared in List Over the Past 5 Years 1. 2. 3. 4. 5. 6. 7. Bank of America ExxonMobil JPMorgan Chase & Co. BP T‐Mobile AIG Toyota Motor Corporation 6.00 4.37 3.36 3.05 2.78 2.39 2.06 2011 2012 2010 2011 2012, 2008 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. Best Buy Honda Motor Company Kraft Foods Microsoft Hewlett‐Packard Company PepsiCo Walmart pp Apple IBM JCPenney ‐6.76 ‐4.73 ‐4.16 ‐3.41 ‐3.40 ‐3.31 ‐3.22 ‐3.08 ‐2.90 ‐2.11 2012 2008 2012, 2009
Significant Declines in RQ 2013 v. 2012 2013 v 2012
Appeared in List Over the Past 5 Years 2012, 2009 2009
Note: +/‐ 2 point indicates a significant difference.
© Harris Interactive 16
2013 RQ® | USA Summary Report | February 2013
Number of Great Companies dwindling
Google Johnson & Johnson 3M Berkshire Hathaway Apple A l Intel
Number of Companies with RQ Above 80.0 2004‐2013
Berkshire Berkshire Hathaway Johnson & Johnson Google 3M SC Johnson Intel
Kraft Amazon.com General Mills Disney Procter & Gamble SC Johnson UPS Sony Coca‐Cola Microsoft Apple Google Coca‐Cola Amazon.com Kraft Disney Johnson & Johnson Whole Foods Amazon.com Apple Disney Google Johnson & Johnson Coca‐Cola
Google Johnson & Johnson Johnson J h & Johnson Microsoft 3M Johnson & Johnson Intel General Mills Kraft
Johnson & Johnson Google Sony Coca‐Cola Kraft Amazon.com
2004
Enron* WorldCom* Global Crossing*
2005
Enron* MCI*
2006
Enron* MCI (formerly ( y WorldCom)* Adelphia*
2007
2008
Halliburton
2009
AIG
2010
Fannie Mae* AIG Freddie Mac*
2011
BP AIG
2012
Bank of America Goldman Sachs AIG
2013
Goldman Sachs AIG
Number of Companies with RQ < 50.0 2004‐2013
* = Companies that have ceased to exist or subjected to government takeover * C i h h d i bj d k
Guide to RQ Scores
80 & above: Excellent | 75‐79: Very Good | 70‐74: Good | 65‐69: Fair | 55‐64: Poor | 50‐54: Very Poor | Below 50: Critical
© Harris Interactive 17
2013 RQ® | USA Summary Report | February 2013
Great companies show reputation strength across dimensions
Corporate Leaders on the Six Reputation Dimensions
Social Responsibility
1. Whole Foods Market 2. The Walt Disney Company 3. The Coca‐Cola Company 4. Johnson & Johnson 5. Google 81.36 80.35 78.60 78.22 78.13
Emotional Appeal
1. Amazon.com 2. The Walt Disney Company 3. Johnson & Johnson 4. The Coca‐Cola Company 5. Costco 85.00 81.17 80.87 80.11 79.81
Products & Services
1. Amazon.com 2. Apple 3. Johnson & Johnson 4. Google 5. Samsung 85.02 84.71 84.14 83.15 82.11
Vision & Leadership
1. Apple 2. Amazon com Amazon.com 3. The Walt Disney Company 4. Google 5. Berkshire Hathaway
Guide to RQ Scores
Financial Performance
85.76 84.37 84 37 83.79 83.15 81.96 1. Apple 2. The Walt Disney Company The Walt Disney Company 3. Amazon.com 4. The Coca‐Cola Company 5. Google 86.02 84.80 84 80 82.95 82.23 81.68
Workplace Environment
1. Google 83.99
2. The Walt Disney Company 81 29 The Walt Disney Company 81.29 3. Apple 4. Johnson & Johnson 5. Amazon.com 81.06 80.77 80.24
80 & above: Excellent | 75‐79: Very Good | 70‐74: Good | 65‐69: Fair | 55‐64: Poor | 50‐54: Very Poor | Below 50: Critical
© Harris Interactive 18
2013 RQ® | USA Summary Report | February 2013
Industry Reputation and the Economy
© Harris Interactive
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2013 RQ® | USA Summary Report | February 2013
Technology enjoys reputation dominance; tobacco falls behind government this gy j y p ; g year
Industry Reputation Ratings
Negative Rep Neutral Positive Rep 79% 21% 24% 25% % 21% 24% 26% 23% 22% 23% 24% 20% 18% 14% 11% 61% 58% 56% % 54% 53% 47% 39% 34% 33% 27% 25% 25% 16% 12% Pos Rep‐ Neg Rep 73 49 43 41 33 33 24 5 ‐6 ‐8 ‐18 ‐26 ‐29 ‐51 ‐61
Technology Travel and Tourism Retail Consumer Products Telecommunications Automotive Manufacturing Energy Pharmaceutical Insurance Airline Financial Services Banking Government T b Tobacco
6% 11% 12% 15% 15% % 21% 20% 23% 34% 40% 41% 45% 51% 54% 67% 73%
Base: General Public (n=14,512) Q1314 For this question, we'd like you to think about industries in general. How would you rate the overall reputation of the following industries, where “1” means the industry has a ”Very Bad” reputation and “7” means the industry has a ”Very Good” reputation? © Harris Interactive 20
2013 RQ® | USA Summary Report | February 2013
Tech gets even stronger while Financial Services, Banking and Automotive show largest gains A t ti h l t i
Positive Ratings 2013 Positive Ratings 2012 Positive Ratings 2011
1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 12. 14. Technology Travel and Tourism Retail Consumer Products Telecom Automotive Manufacturing Energy/Utilities Pharmaceutical Insurance Airlines Banking Financial Services Tobacco % 79 61 58 56 54 53 47 39 34 33 27 25 25 12 % 76 58 57 53 49 47 44 35 31 29 22 18 17 11 % 75 55 57 53 51 40 43 36 32 27 25 NA 22 11
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2013 RQ® | USA Summary Report | February 2013
Communications
© Harris Interactive
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2013 RQ® | USA Summary Report | February 2013
More Americans are actively seeking information on the companies they may y g p y y do business with than last year
Agreement with: More So Than In The Past, I Pro‐actively Try To Learn More About The Companies I Hear About Or Do Business With
Strongly agree gy g Somewhat agree g Neither agree or disagree g g Somewhat disagree g Strongly disagree gy g
56% Seekers
44% Bystanders
2013
17%
50% Seekers
39%
31%
49% Bystanders
9% 4%
2012
13%
37%
31%
11%
7%
Base: General Public 2013 (n=14,512), General Public 2012 (n=12,961) Q1080 Now, please tell us whether you agree or disagree to each of the following statements: © Harris Interactive 23
2013 RQ® | USA Summary Report | February 2013
Seekers act on their findings and are extremely active in looking to g y g influence others
Participated in a conversation with other about how a company conducts itself Decided not to do business with a company because of something you leanred about how the company conducts itself Proactively tried to influence friends' or family's perceptions about a company because of something you learned about how the company conducts itself Shared any information about a company through social media or email
60% 73% 41% 61% 25% 47% 26% 40% Bystanders Seekers
Base: Seekers (n=7,844), Bystanders (n=6,668) Q1035 There are many ways people can learn and communicate about companies. For each of the following, indicate whether you have personally done this in the past year. © Harris Interactive
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2013 RQ® | USA Summary Report | February 2013
Methodology
The 2013 RQ The 2013 RQ®
© Harris Interactive
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2013 RQ® | USA Summary Report | February 2013
Methodological Overview g
• Harris Interactive has used the Harris Reputation Quotient®(RQ) to measure the reputations of the most visible companies in the U.S. since 1999. The 2013 RQ study represents the 14th consecutive year of measuring corporate reputation in the U.S. • The Annual RQ study involves a two step process which begins with a Nominations Phase and is followed by a Ratings Phase, where we measure the reputation of the most visible companies in the U.S. • The following summarizes the methodological details for both phases of the Annual RQ study. • The Annual RQ study involves process which begins with a Nominations Section and is followed by a Ratings Section, where we measure the reputation of the most visible companies in the U.S. and other companies representing the major th t ti f th t i ibl i i th U S d th i ti th j industries in the U.S. • The following summarizes the methodological details for both phases of the Annual RQ study.
Nominations Section – Identifying the “Most Visible” Companies
• The Annual RQ study begins with a ‘nomination section’ which is used to identify the companies with the most “visible” reputations according to the General Public. All respondents are asked to name companies that stand out as having the best and worst reputations overall. Two open‐end questions are used: – Of all the companies that you’re familiar with or that you might have heard about, which TWO ‐ in your opinion ‐ stand out as having the BEST reputations overall? – Of all the companies that you’re familiar with or that you might have heard about, which TWO ‐ in your opinion ‐ stand out as having the WORST reputations overall? • Nominations from all interviews are tallied with subsidiaries and brand names collapsed within the parent company. Online nominations are summed to create a total number of nominations for each company. The final list of the 60 most visible companies in the U.S. is measured in the RQ Ratings Section along with other companies representing the major industries companies in the U.S. is measured in the RQ Ratings Section along with other companies representing the major industries in the U.S.
© Harris Interactive
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2013 RQ® | USA Summary Report | February 2013
Methodological Overview (continued) g ( )
Nominations Section ‐ Summary of Specifications
Nomination Interviewing Dates Number of Nomination Interviews Method of Interviewing Number of “Most Visible” Companies Identified
United States
Sept ember 26th – September 28th October 23th – October 25th
4,619
Online
60
Who Rates the “Most Visible” Companies in the United States?
• The RQ Ratings phase takes place among the general public. As part of the ratings section, respondents are randomly assigned to rate two of the companies with which they are “very” or “somewhat” familiar. After the first company rating is completed, the respondent is given the option to rate the second company. Each interview lasts approximately 20 minutes. • Outlined in the table below is the method of data collection for this phase, as well as the dates of interview, total number of interviews, number of companies measured, and average number of ratings per company. , p , g g p p y
RQ Ratings Section ‐ Summary of Specifications
Rating Interviewing Dates Interviewing Dates Number of Rating Interviews Rating Interviews Method of interviewing Number of Companies Measured Companies Measured Average Number of Ratings per Company Ratings per Company
United States
November 13th – November 30th
14,512
Online
84
300
© Harris Interactive
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2013 RQ® | USA Summary Report | February 2013
About Harris Interactive
© Harris Interactive
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2013 RQ® | USA Summary Report | February 2013
About Harris Interactive
• • • •
Annual revenue: $147.5 million from continuing operations, FYE June 30, 2012 Employees: 564 full time (approximately) Headquarters: Rochester, NY, USA Stock symbol: HPOL
Harris Interactive is the leading global independent research organization focused on delivering proprietary custom research to its clients while also providing public opinion research on issues proprietary custom research to its clients while also providing public opinion research on issues facing society, business, and governments. At Harris Interactive, we leverage all communication tools to get inside the minds of consumers, to decode what is really being said, and uncover what is really meant. Utilizing the most appropriate mix of media, tools, and methodologies, we turn relevant insight into actionable foresight.
Transcending traditional methods of gathering, analyzing and interpreting information — understanding one‐size‐fits‐all solutions never fit anyone — we help people and companies move forward with agility and ease. We work outside and beyond conventional methodologies move forward with agility and ease We work outside and beyond conventional methodologies and embrace all information sources, to ensure every nugget of knowledge is unearthed, every reality is accounted for, and accommodated.
© Harris Interactive
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14th Annual RQ Study
The Harris Poll 2013 RQ® Summary Report Summary Report
A Survey of the U.S. General Public Using p the Reputation Quotient®
RQ Ratings: November 13th – November 30th, 2012 N b 30 2012
14,000+ people interviewed
© Harris Interactive 2013. All rights reserved. Republication or redistribution of this information without permission is strictly prohibited.
2013 RQ® | USA Summary Report | February 2013
The Reputations of the Most Visible Companies of the Most Visible Companies ‐ Executive Summary
Survey of the U.S. General Public Survey of the U.S. General Public
© Harris Interactive
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2013 RQ® | USA Summary Report | February 2013
Amazon.com has highest reputation (82.62) of 60 most visible companies, just edging out last year’s leader Apple (82.54), which i j t d i tl t ’ l d A l (82 54) hi h falls to #2
• Amazon reputation built across full spectrum of reputation dimensions
– Ranks top 5 in 5 of the 6 reputation dimensions – Leads in Emotional Appeal and Products and Services
•
5th consecutive year that Amazon’s reputation characterized as “Great” with RQ score ti th t A ’ t ti h t i d “G t” ith RQ 80+ Amazon receives nearly 100% positive ratings on all measures related to trust and Amazon receives nearly 100% positive ratings on all measures related to trust and tremendous support in Advocacy and Word of Mouth
•
Guide to RQ Scores 80 and above: Excellent// 75‐80: Very Good// 70‐75: Good// 65‐74: Fair// 55‐64: Poor// 50‐54: Very Poor// Below 50: Critical 80 d b ll // 80 V G d// 0 G d// 6 4 i // 64 // 0 4 V // l 0 Cii l
© Harris Interactive
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2013 RQ® | USA Summary Report | February 2013
State of corporate reputation in US is quite muddled with “pragmatic realism” characterizing the public’s views “ ti li ” h t i i th bli ’ i
• • • Nearly 8 in 10 say nothing has really changed in the last year Many strongly negative perceptions are down, but little positive to report Number of companies with great reputations falls from 16 to 8 to 6 over past 2 years
Guide to RQ Scores 80 and above: Excellent// 75‐80: Very Good// 70‐75: Good// 65‐74: Fair// 55‐64: Poor// 50‐54: Very Poor// Below 50: Critical 80 d b ll // 80 V G d// 0 G d// 6 4 i // 64 // 0 4 V // l 0 Cii l
© Harris Interactive
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2013 RQ® | USA Summary Report | February 2013
Biggest changes reflective of economic environment and expectations of the public t ti f th bli
• Auto and Financial Services industries show strong growth
– Whil While at company level, Financial Services, Energy, and Auto show biggest gains l l Fi i lS i E dA h bi i
• •
Retail, Tech and CPG, darlings during the downturn, take biggest falls Bank of America remains in bottom 5, but has largest reputation rebound (6 points), with growth across all dimensions
Guide to RQ Scores 80 and above: Excellent// 75‐80: Very Good// 70‐75: Good// 65‐74: Fair// 55‐64: Poor// 50‐54: Very Poor// Below 50: Critical 80 d b ll // 80 V G d// 0 G d// 6 4 i // 64 // 0 4 V // l 0 Cii l
© Harris Interactive
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2013 RQ® | USA Summary Report | February 2013
Characteristics that separate the great companies show shifts from 2 years ago • Drivers for “Great” companies 2011
– – – – – Admire and respect Trust the company High ethical standards High ethical standards Outperforms competition Good value for the money
• Drivers for “Great” companies 2013
– – – – – – Outperforms competition Admire and respect Trust the company Trust the company Plays a valuable social role Good company to work for Good feeling about the company Good feeling about the company
© Harris Interactive
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2013 RQ® | USA Summary Report | February 2013
Supporting Data
© Harris Interactive
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2013 RQ® | USA Summary Report | February 2013
The Reputation Quotient® (RQ ®) Research Instrument
20 Attributes folded into 6 Dimensions 20 Att ib t f ld d i t 6 Di i
RQ Score = [(Sum of ratings on the 20 attributes)/ (the total number of attributes answered X 7)] X 100. Maximum RQ = 100. Maximum RQ = 100 •Supports Good Causes •Environmental Responsibility •Community Responsibility
Social Responsibility Vision & Leadership
•Market Opportunities •Excellent Leadership •Clear Vision for the Future
Emotional Appeal
•Feel Good About •Admire and Respect •Trust
Reputation
•Outperforms Competitors •Record of Profitability •Low Risk Investment •Growth Prospects p
Products & Services
•High Quality •Innovative •Value for Money •Stands Behind
Financial Performance
Workplace Environment
•Rewards Employees Fairly •Good Place to Work •Good Employees
© Harris Interactive
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2013 RQ® | USA Summary Report | February 2013
The 2013 RQ® The Reputations of the Most Visible Companies Th R t ti f th M t Vi ibl C i
Rank 1‐15
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 Amazon.com Apple pp The Walt Disney Company Google Johnson & Johnson The Coca Cola Company The Coca‐Cola Company Whole Foods Market Sony Procter & Gamble Co. Costco Samsung Kraft Foods USAA Nike Nik Microsoft
RQ
82.62 82.54 82.12 81.32 80.95 80.39 80 39 78.65 78.29 77.98 77.95 77 95 77.70 77.46 77.39 77.24 77 24 76.46 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30
Rank 16‐30
The Home Depot Lowe's Berkshire Hathaway Toyota Motor Corporation Ford Motor Company Starbucks Corporation Starbucks Corporation Target PepsiCo Macy's Honda Motor Company Honda Motor Company Dell Hyundai Motor Company IBM General Electric G l El t i McDonald's
RQ
76.27 75.67 75.63 75.59 74.96 74.82 74 82 74.82 74.47 74.44 74.22 74 22 73.05 72.83 72.21 71.85 71 85 71.41
Rank 31‐45
31 YUM! Brands* 32 State Farm Insurance* 33 Chick‐Fil‐A* 34 Hewlett‐Packard Company 35 Burger King* 36 Verizon Communications Verizon Communications 37 JCPenney 38 Royal Dutch Shell* 39 AT&T 40 Walmart 41 Best Buy 42 Facebook* 43 T‐Mobile 44 G General Motors lM t 45 ExxonMobil
RQ
71.41 70.31 70.11 70.01 69.83 69.41 69 41 69.12 67.59 66.57 66.03 66 03 65.92 65.63 65.60 64.44 64 44 64.38 46 47 48 49 50 51 52 53 54 55 56 57 58 59 60
Rank 46‐60
Sears Holdings Corporation Sprint Nextel Corporation p p Time Warner Monsanto* Chrysler Corporation Comcast Wells Fargo & Company JPMorgan Chase & Co. BP Citigroup Bank of America American Airlines* Halliburton* Goldman Sachs G ld S h AIG
RQ
63.54 63.25 62.82 61.70 61.44 60.99 60 99 60.47 58.20 56.55 55.90 55 90 55.85 53.85 52.51 49.39 49 39 48.57
•= New to RQ 2013 Study and/or not measured in the RQ 2012
Guide to RQ Scores
80 & above: Excellent | 75‐79: Very Good | 70‐74: Good | 65‐69: Fair | 55‐64: Poor | 50‐54: Very Poor | Below 50: Critical
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© Harris Interactive
2013 RQ® | USA Summary Report | February 2013
The 2012 RQ® The Reputations of the Most Visible Companies Th R t ti f th M t Vi ibl C i
Rank 1‐15
1 2 3 4 5 6 7 8 9 Apple Google The Coca‐Cola Company amazon.com Kraft Foods The Walt Disney Company Th W lt Di C Johnson & Johnson Whole Foods Market Microsoft
RQ
85.62 82.82 82 82 81.99 81.92 81.62 81.28 81 28 80.45 80.14 79.87 79.75 79 75 79.22 78.95 78.11 78.11 78.09 16 Kohl's
Rank 16‐30
RQ
77.95 77.78 77 78 77.39 76.72 75.95 75.55 75 55 75.39 75.11 75.02 74.83 74 83 74.60 74.26 74.04 73.92 73.63
Rank 31‐45
31 Toyota Motor Corporation 32 Hewlett Packard Hewlett‐Packard 33 Starbucks 34 Best Buy 35 General Electric 36 D ll Dell 37 Walgreens* 38 McDonald's 39 JCPenney 40 V i Verizon Communications C i i 41 Walmart 42 Netflix* 43 Sprint Nextel 44 General Motors 45 AT&T
RQ
73.53 73.41 73 41 72.97 72.68 72.60 72.59 72 59 72.10 71.77 71.23 71.16 71 16 69.25 68.12 65.90 65.31 65.09
Rank 46‐60
46 Chevron* 47 Sears* Sears* 48 Time Warner 49 T‐Mobile* 50 Chrysler 51 E ExxonMobil M bil 52 Wells Fargo & Co. 53 Comcast 54 News Corp* 55 Ci i Citigroup 56 JPMorgan Chase 57 BP 58 Bank of America 59 Goldman Sachs 60 AIG
RQ
64.72 64.26 64 26 63.38 62.82 60.30 60.01 60 01 59.50 59.10 57.14 55.95 55 95 54.84 53.50 49.85 47.57 46.18
17 PepsiCo 18 General Mills 19 Costco 20 Nike 21 USAA* USAA* 22 Lowe's* 23 IBM 24 Berkshire Hathaway 25 F d M Ford Motor Company C 26 Southwest Airlines 27 Target 28 Boeing* 29 Hyundai* 30 Macy's*
10 UPS 11 Sony 12 Honda Motor Company 13 Samsung* 14 Home Depot 15 Procter & Gamble Co.
•= New to RQ 2012 Study and/or not measured in the RQ 2011 Red boxes indicate companies that have dropped off from Most Visible List in 2013
Guide to RQ Scores
80 & above: Excellent | 75‐79: Very Good | 70‐74: Good | 65‐69: Fair | 55‐64: Poor | 50‐54: Very Poor | Below 50: Critical
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© Harris Interactive
2013 RQ® | USA Summary Report | February 2013
The 2011 RQ® The Reputations of the Most Visible Companies Th R t ti f th M t Vi ibl C i
Rank 1‐15
1. Google 2. Johnson & Johnson 2 Johnson & Johnson 3. 3M Company 4. Berkshire Hathaway 5. Apple 6. Intel Corporation 6 I t lC ti 7. Kraft Foods 8. amazon.com 9. General Mills 10. The Walt Disney Company 10 Th W l Di C 11. Procter & Gamble Co. 12. SC Johnson 13. UPS 14. Sony 15. The Coca‐Cola Company
RQ
84.05 83.13 83 13 82.56 82.30 82.05 81.94 81 94 81.67 81.14 81.04 81.04 81 04 80.98 80.74 80.51 80.44 80.38
Rank 16‐30
16. Microsoft 17. Whole Foods Market 17 Whole Foods Market 18. Honda Motor Company 19. PepsiCo 20. Costco 21. Kohl's* 21 K hl' * 22. Unilever* 23. Southwest Airlines 24. Home Depot 25. Hewlett‐Packard 25 H l P k d 26. IBM 27. Best Buy 28. Target 29. Ford Motor Company 30. General Electric
RQ
80.16 79.57 79 57 79.10 78.21 78.03 77.55 77 55 77.19 76.88 76.83 76.43 76 43 76.27 75.92 74.91 74.61 74.22
Rank 31‐45
31. Facebook* 32. 32 Nike 33. Pfizer 34. JCPenney* 35. McDonald's 36. Starbucks 36 St b k 37. Dell 38. State Farm Insurance 39. Verizon Communications 40. Walmart 40 W l 41. AT&T 42. The Allstate Corporation 43. Toyota Motor Corporation 44. Time Warner 45. Wells Fargo & Co.
RQ
74.12 74.11 74 11 73.48 73.41 72.77 72.05 72 05 71.90 71.73 71.64 69.35 69 35 69.31 68.28 68.25 66.89 66.15 46. Shell
Rank 46‐60
RQ
65.96 65.18 65 18 64.27 62.31 62.05 61.17 61 17 61.15 61.09 60.12 58.93 58 93 58.37 57.45 53.90 49.82 47.77
47. 47 Monsanto 48. Sprint Nextel Corporation 49. American Airlines* 50. Comcast 51. Delta Airlines 51 D lt Ai li 52. JPMorgan Chase 53. ExxonMobil 54. General Motors 55. Bank of America 55 B k f A i 56. Chrysler 57. Citigroup 58. Goldman Sachs 59. BP* 60. AIG
•= New to RQ 2011 Study and/or not measured in the RQ 2010 Red boxes indicate companies that have dropped off from Most Visible List in 2012
Guide to RQ Scores
80 & above: Excellent | 75‐79: Very Good | 70‐74: Good | 65‐69: Fair | 55‐64: Poor | 50‐54: Very Poor | Below 50: Critical
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© Harris Interactive
2013 RQ® | USA Summary Report | February 2013
Still strong negative perceptions with majority in the middle
Overall Reputation of Corporate America
28%
44%
Excellent/very good Good G d Fair Poor
Total
9%
19%
23%
23%
21%
4%
Very poor/terrible Not sure
0%
20%
40%
60%
80%
100%
Base: US Respondents (n=14,512) Q1310 How would you rate the overall reputation of corporate America today, where “1” means it has a “Very Bad” reputation and “7” means it has a “Very Good” reputation? © Harris Interactive
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2013 RQ® | USA Summary Report | February 2013
Return to 2008 levels. Big drop in negatives but these did not g p g become positive
Overall Reputation of Corporate America ‐ Trended
40%
31% 32% 26% 21% 18% 31%
30%
20%
10%
9% 5% 6% 7% 7% 9%
Top 2 Box Bottom 2 Box
0% 2008
n=20,477
2009
n=20,483
2010
n=21,264
2011
n=30,104
2012
n=12,961
2013
n=14,512
Base: US Respondents (n=14,512) Q1310 How would you rate the overall reputation of corporate America today, where “1” means it has a “Very Bad” reputation and “7” means it has a “Very Good” reputation? © Harris Interactive
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2013 RQ® | USA Summary Report | February 2013
8 in 10 see little difference. Things remain muddled
Perceived Past Year Change in Corporate America’s Reputation
2013 Improved a lot 2012
2% 1% 14% 8% 36% 31% 30% 31% 19% 29%
2013: 49% NET decline 2012: 60% NET decline 2013: 16% NET improve 2012: 9% NET improve
Improved a little
Stayed the same
Declined a little
Declined a lot
Base: General Public 2013 (n=12,961), General Public 2012 (n=14,512) Q1311 Which one of the following best captures your opinion of how the reputation of corporate America has changed over the past year? 1. It has improved a lot. 2. It has improved a little. 3. It has basically stayed the same. 4. It has declined a little. 5. It has declined a lot. © Harris Interactive
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2013 RQ® | USA Summary Report | February 2013
Two‐thirds remain pragmatically realistic T thi d i ti ll li ti
Perceived Reputation of Corporate America Today
2013 2012
It's great ‐ can't get any better. It should just p g g keep doing what it's doing.
1% 1% 25% 19%
2013: 26% NET good/great 2012: 20% NET good/great
It's good, solid ‐ but there's still room to improve.
It's not good ‐ but there's still hope for it to improve.
65% 67%
2013: 74% NET good/great g /g 2012: 80% NET good/great
It's terrible ‐ and there's not much it can do to improve.
9% 13%
Base: General Public 2013 (n=12,961), General Public 2012 (n=14,512) Q1312 Which one of the following best captures how you feel about the reputation of corporate America today? © Harris Interactive 15
2013 RQ® | USA Summary Report | February 2013
There are 17 notable changes in reputation among the 50 companies measured in both 2012 and 2013; with 7 being improvements d i b th 2012 d 2013 ith 7 b i i t Half of the biggest declines are seen in Technology
Significant Improvements in RQ 2013 v. 2012 2013 v 2012
Appeared in List Over the Past 5 Years 1. 2. 3. 4. 5. 6. 7. Bank of America ExxonMobil JPMorgan Chase & Co. BP T‐Mobile AIG Toyota Motor Corporation 6.00 4.37 3.36 3.05 2.78 2.39 2.06 2011 2012 2010 2011 2012, 2008 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. Best Buy Honda Motor Company Kraft Foods Microsoft Hewlett‐Packard Company PepsiCo Walmart pp Apple IBM JCPenney ‐6.76 ‐4.73 ‐4.16 ‐3.41 ‐3.40 ‐3.31 ‐3.22 ‐3.08 ‐2.90 ‐2.11 2012 2008 2012, 2009
Significant Declines in RQ 2013 v. 2012 2013 v 2012
Appeared in List Over the Past 5 Years 2012, 2009 2009
Note: +/‐ 2 point indicates a significant difference.
© Harris Interactive 16
2013 RQ® | USA Summary Report | February 2013
Number of Great Companies dwindling
Google Johnson & Johnson 3M Berkshire Hathaway Apple A l Intel
Number of Companies with RQ Above 80.0 2004‐2013
Berkshire Berkshire Hathaway Johnson & Johnson Google 3M SC Johnson Intel
Kraft Amazon.com General Mills Disney Procter & Gamble SC Johnson UPS Sony Coca‐Cola Microsoft Apple Google Coca‐Cola Amazon.com Kraft Disney Johnson & Johnson Whole Foods Amazon.com Apple Disney Google Johnson & Johnson Coca‐Cola
Google Johnson & Johnson Johnson J h & Johnson Microsoft 3M Johnson & Johnson Intel General Mills Kraft
Johnson & Johnson Google Sony Coca‐Cola Kraft Amazon.com
2004
Enron* WorldCom* Global Crossing*
2005
Enron* MCI*
2006
Enron* MCI (formerly ( y WorldCom)* Adelphia*
2007
2008
Halliburton
2009
AIG
2010
Fannie Mae* AIG Freddie Mac*
2011
BP AIG
2012
Bank of America Goldman Sachs AIG
2013
Goldman Sachs AIG
Number of Companies with RQ < 50.0 2004‐2013
* = Companies that have ceased to exist or subjected to government takeover * C i h h d i bj d k
Guide to RQ Scores
80 & above: Excellent | 75‐79: Very Good | 70‐74: Good | 65‐69: Fair | 55‐64: Poor | 50‐54: Very Poor | Below 50: Critical
© Harris Interactive 17
2013 RQ® | USA Summary Report | February 2013
Great companies show reputation strength across dimensions
Corporate Leaders on the Six Reputation Dimensions
Social Responsibility
1. Whole Foods Market 2. The Walt Disney Company 3. The Coca‐Cola Company 4. Johnson & Johnson 5. Google 81.36 80.35 78.60 78.22 78.13
Emotional Appeal
1. Amazon.com 2. The Walt Disney Company 3. Johnson & Johnson 4. The Coca‐Cola Company 5. Costco 85.00 81.17 80.87 80.11 79.81
Products & Services
1. Amazon.com 2. Apple 3. Johnson & Johnson 4. Google 5. Samsung 85.02 84.71 84.14 83.15 82.11
Vision & Leadership
1. Apple 2. Amazon com Amazon.com 3. The Walt Disney Company 4. Google 5. Berkshire Hathaway
Guide to RQ Scores
Financial Performance
85.76 84.37 84 37 83.79 83.15 81.96 1. Apple 2. The Walt Disney Company The Walt Disney Company 3. Amazon.com 4. The Coca‐Cola Company 5. Google 86.02 84.80 84 80 82.95 82.23 81.68
Workplace Environment
1. Google 83.99
2. The Walt Disney Company 81 29 The Walt Disney Company 81.29 3. Apple 4. Johnson & Johnson 5. Amazon.com 81.06 80.77 80.24
80 & above: Excellent | 75‐79: Very Good | 70‐74: Good | 65‐69: Fair | 55‐64: Poor | 50‐54: Very Poor | Below 50: Critical
© Harris Interactive 18
2013 RQ® | USA Summary Report | February 2013
Industry Reputation and the Economy
© Harris Interactive
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2013 RQ® | USA Summary Report | February 2013
Technology enjoys reputation dominance; tobacco falls behind government this gy j y p ; g year
Industry Reputation Ratings
Negative Rep Neutral Positive Rep 79% 21% 24% 25% % 21% 24% 26% 23% 22% 23% 24% 20% 18% 14% 11% 61% 58% 56% % 54% 53% 47% 39% 34% 33% 27% 25% 25% 16% 12% Pos Rep‐ Neg Rep 73 49 43 41 33 33 24 5 ‐6 ‐8 ‐18 ‐26 ‐29 ‐51 ‐61
Technology Travel and Tourism Retail Consumer Products Telecommunications Automotive Manufacturing Energy Pharmaceutical Insurance Airline Financial Services Banking Government T b Tobacco
6% 11% 12% 15% 15% % 21% 20% 23% 34% 40% 41% 45% 51% 54% 67% 73%
Base: General Public (n=14,512) Q1314 For this question, we'd like you to think about industries in general. How would you rate the overall reputation of the following industries, where “1” means the industry has a ”Very Bad” reputation and “7” means the industry has a ”Very Good” reputation? © Harris Interactive 20
2013 RQ® | USA Summary Report | February 2013
Tech gets even stronger while Financial Services, Banking and Automotive show largest gains A t ti h l t i
Positive Ratings 2013 Positive Ratings 2012 Positive Ratings 2011
1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 12. 14. Technology Travel and Tourism Retail Consumer Products Telecom Automotive Manufacturing Energy/Utilities Pharmaceutical Insurance Airlines Banking Financial Services Tobacco % 79 61 58 56 54 53 47 39 34 33 27 25 25 12 % 76 58 57 53 49 47 44 35 31 29 22 18 17 11 % 75 55 57 53 51 40 43 36 32 27 25 NA 22 11
© Harris Interactive 21
2013 RQ® | USA Summary Report | February 2013
Communications
© Harris Interactive
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2013 RQ® | USA Summary Report | February 2013
More Americans are actively seeking information on the companies they may y g p y y do business with than last year
Agreement with: More So Than In The Past, I Pro‐actively Try To Learn More About The Companies I Hear About Or Do Business With
Strongly agree gy g Somewhat agree g Neither agree or disagree g g Somewhat disagree g Strongly disagree gy g
56% Seekers
44% Bystanders
2013
17%
50% Seekers
39%
31%
49% Bystanders
9% 4%
2012
13%
37%
31%
11%
7%
Base: General Public 2013 (n=14,512), General Public 2012 (n=12,961) Q1080 Now, please tell us whether you agree or disagree to each of the following statements: © Harris Interactive 23
2013 RQ® | USA Summary Report | February 2013
Seekers act on their findings and are extremely active in looking to g y g influence others
Participated in a conversation with other about how a company conducts itself Decided not to do business with a company because of something you leanred about how the company conducts itself Proactively tried to influence friends' or family's perceptions about a company because of something you learned about how the company conducts itself Shared any information about a company through social media or email
60% 73% 41% 61% 25% 47% 26% 40% Bystanders Seekers
Base: Seekers (n=7,844), Bystanders (n=6,668) Q1035 There are many ways people can learn and communicate about companies. For each of the following, indicate whether you have personally done this in the past year. © Harris Interactive
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2013 RQ® | USA Summary Report | February 2013
Methodology
The 2013 RQ The 2013 RQ®
© Harris Interactive
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2013 RQ® | USA Summary Report | February 2013
Methodological Overview g
• Harris Interactive has used the Harris Reputation Quotient®(RQ) to measure the reputations of the most visible companies in the U.S. since 1999. The 2013 RQ study represents the 14th consecutive year of measuring corporate reputation in the U.S. • The Annual RQ study involves a two step process which begins with a Nominations Phase and is followed by a Ratings Phase, where we measure the reputation of the most visible companies in the U.S. • The following summarizes the methodological details for both phases of the Annual RQ study. • The Annual RQ study involves process which begins with a Nominations Section and is followed by a Ratings Section, where we measure the reputation of the most visible companies in the U.S. and other companies representing the major th t ti f th t i ibl i i th U S d th i ti th j industries in the U.S. • The following summarizes the methodological details for both phases of the Annual RQ study.
Nominations Section – Identifying the “Most Visible” Companies
• The Annual RQ study begins with a ‘nomination section’ which is used to identify the companies with the most “visible” reputations according to the General Public. All respondents are asked to name companies that stand out as having the best and worst reputations overall. Two open‐end questions are used: – Of all the companies that you’re familiar with or that you might have heard about, which TWO ‐ in your opinion ‐ stand out as having the BEST reputations overall? – Of all the companies that you’re familiar with or that you might have heard about, which TWO ‐ in your opinion ‐ stand out as having the WORST reputations overall? • Nominations from all interviews are tallied with subsidiaries and brand names collapsed within the parent company. Online nominations are summed to create a total number of nominations for each company. The final list of the 60 most visible companies in the U.S. is measured in the RQ Ratings Section along with other companies representing the major industries companies in the U.S. is measured in the RQ Ratings Section along with other companies representing the major industries in the U.S.
© Harris Interactive
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2013 RQ® | USA Summary Report | February 2013
Methodological Overview (continued) g ( )
Nominations Section ‐ Summary of Specifications
Nomination Interviewing Dates Number of Nomination Interviews Method of Interviewing Number of “Most Visible” Companies Identified
United States
Sept ember 26th – September 28th October 23th – October 25th
4,619
Online
60
Who Rates the “Most Visible” Companies in the United States?
• The RQ Ratings phase takes place among the general public. As part of the ratings section, respondents are randomly assigned to rate two of the companies with which they are “very” or “somewhat” familiar. After the first company rating is completed, the respondent is given the option to rate the second company. Each interview lasts approximately 20 minutes. • Outlined in the table below is the method of data collection for this phase, as well as the dates of interview, total number of interviews, number of companies measured, and average number of ratings per company. , p , g g p p y
RQ Ratings Section ‐ Summary of Specifications
Rating Interviewing Dates Interviewing Dates Number of Rating Interviews Rating Interviews Method of interviewing Number of Companies Measured Companies Measured Average Number of Ratings per Company Ratings per Company
United States
November 13th – November 30th
14,512
Online
84
300
© Harris Interactive
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2013 RQ® | USA Summary Report | February 2013
About Harris Interactive
© Harris Interactive
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2013 RQ® | USA Summary Report | February 2013
About Harris Interactive
• • • •
Annual revenue: $147.5 million from continuing operations, FYE June 30, 2012 Employees: 564 full time (approximately) Headquarters: Rochester, NY, USA Stock symbol: HPOL
Harris Interactive is the leading global independent research organization focused on delivering proprietary custom research to its clients while also providing public opinion research on issues proprietary custom research to its clients while also providing public opinion research on issues facing society, business, and governments. At Harris Interactive, we leverage all communication tools to get inside the minds of consumers, to decode what is really being said, and uncover what is really meant. Utilizing the most appropriate mix of media, tools, and methodologies, we turn relevant insight into actionable foresight.
Transcending traditional methods of gathering, analyzing and interpreting information — understanding one‐size‐fits‐all solutions never fit anyone — we help people and companies move forward with agility and ease. We work outside and beyond conventional methodologies move forward with agility and ease We work outside and beyond conventional methodologies and embrace all information sources, to ensure every nugget of knowledge is unearthed, every reality is accounted for, and accommodated.
© Harris Interactive
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