Measuring and analysing the image and the social reputation
Insights into your own standing
gfs.bern’s reputation and image analyses are methods we have developed in-house that help us to measure and analyse both image and social reputation. The resulting findings provide valuable insights and show companies, associations and political parties their own standing in the market, among the public and with key stakeholders.
The starting point for every reputation and image analysis is qualitative and quantitative data. If we can draw on existing data such as web content, media reports or social media post, we use our data science expertise. If there is a lack of sufficient data, we collect this data using our market and opinion research methods. If the number of stakeholders is limited to key individuals, we conduct qualitative in-depth interviews.
"The moral demands on organisations are increasing. The environment reacts more quickly when it comes to formulating new demands, and not just in the event of scandals. We use reputation analyses to assess social reputation and show evidence-based ways in which we can change this reputation."
Purpose of reputation and image analyses
The main purpose of reputation and image analyses is to determine the position of a company, an association or a political party in the eyes of the public. To do this, we use methods we have developed in-house, such as benchmarking or topic analyses. Once the position of a company, association or party has been established, the aim is to find out how it can be consolidated, influenced or changed in the interests of the client.
Reputation and image analyses can be carried out on a one-time or periodic basis. With periodic reputation and image analyses, such as those we carry out in the form of the Banking Monitor, changes over time become apparent.
"Positioning players in relation to all relevant stakeholders and maintaining the ability to act in society are important pillars of organisational leadership. Our contribution helps to bring about data-supported decisions and support strategy processes."
Customers buying reputation and image analyses
Change processes in communication should consider the external impact: Anyone changing a brand, strategy, programme or positioning can use reputation analyses to check the external perception and impact of such a change.
Social reputation is created as soon as there are forms of contact with the public. Changes are particularly interesting and significant in the long term in order to demonstrate an organisation’s adaptability and willingness to innovate in terms of values. All organisations can carry out assessments of their image or social reputation. External voices are particularly relevant in times of rapid change or crisis. Reputation analyses are therefore also part of crisis communication.
