TNS Global Corporate Reputation Study

TNS has this week released the results of its Global Corporate Reputation Study 2005. The study, which was conducted in the last quarter of 2004, used TRI*M, TNS' business solution for Stakeholder Management, to measure perceptions across 40 countries, surveying more than 36,000 members of the general public.

The TRI*M reputation index comprehensively analyses how residents rate the reputation of global institutions such as healthcare, banking, political parties, mail services, business locations, financial/banking outlets and supermarkets. The global nature of the study enables cross-country comparisons to be made for international benchmarking.

The most striking results coming out of the survey are that most European countries rate their respective country poorly as a business location compared to the US and Asia Pacific. This reflects people's internal perception of their country's economic situation and expectations for the future. It also shows the impact that the recent trend in outsourcing has had on public opinion.

Overall, the mainly public managed sector 'Health Service' has a very low reputation in all countries, with European countries showing on average a lower reputation level than Asia Pacific and America. Similarly, with even lower scores, political parties do not meet the expectations of citizens and show deficits in both the dimensions of 'emotional appeal' and 'competence' in the reputation index.

According to Jo Scharioth, Director of TNS' Global TRI*M Centre, 'We are very excited that we have been able to bring a study of this scale to the market. The study is the largest of its kind and has only been made possible as a result of our extensive network of dedicated TRI*M consultants all over the world. The in-depth results enhance our benchmarking database, enabling us to offer our clients accurate, global comparisons for their industry sector when measuring corporate reputation'.

TNS conducted almost 37,000 interviews across countries in North America, South America, Europe, Asia and Africa during the fourth quarter of 2004.

The group can be found online at www.tns-global.com

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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