The Reputation of America's 100 Most Visible Companies

Amazon is tops in corporate reputation in 2016

2016 Reputation Quotient Ratings

What is RQ®?

Current Reports

The annual Reputation Quotient study always reveals interesting findings about business.  We’ve put all the topline findings in the Summary Report.  Closer looks at specific industries are available as well.  Download the summaries here.

2016 Reputation Quotient Summary Report (Overall Findings)

2016 Reputation Quotient CPG Report

2016 Reputation Quotient Financial Services Report

2016 Reputation Quotient Automotive Report

2016 Reputation Quotient Tech Sector Report

2016 Reputation Quotient Retail Report


Measuring Reputation Since 1999

The Harris Poll Reputation Quotient (RQ®) measures the reputations of the most visible companies in the U.S., as perceived by the general public.

The annual RQ® has been conducted since 1999 and has provided leaders with decision making insight to proactively manage corporate reputation, identify risks and opportunities, and enable benchmarking against the best in class.

In RQ®, we evaluate perceptions of corporate reputation and assess the relationship between reputational equity and supportive behaviors, such as trust in your company to do the right thing when faced with a product or service issue, willingness to say something positive, and intent to purchase or recommend your products and services.


Six Dimensions of Reputation

Since 1999, Harris Poll Reputation Quotient research has evaluated public perceptions across 20 attributes, classified into six dimensions of corporate reputation. This allows for the ability to reliably trend performance over time and identify industry and company specific drivers of corporate reputation.


Methodology and Reporting


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 reputations of the most visible companies in the U.S. All interviews are conducted online in English.

Respondents for this survey were selected from among those who have agreed to participate in Harris Poll and sample partner surveys. The data have been weighted to reflect the composition of the adult population. Because the sample is based on those who agreed to participate in an online panel, no estimates of theoretical sampling error can be calculated.


We offer an array of reporting options to help leaders proactively manage their corporate reputation and deliver business value:

  • Standard Report: Corporate reputation on all metrics compared to the average of the top 10 ranked companies (top 10 composite) among the 100 most visible companies 
  • Opinion Elite Analysis: Captures the perceptions of the early majority – providing leading indicators and early warning systems for companies who proactively manage their reputations with this highly engaged audience
  • Industry Deep Dive: Company reputation compared to individual companies included in an industry (as defined in study), the industry composite (average of the companies in the selected industry), the top 10 composite, and Opinion Elite Analysis
  • Custom Analysis: Company reputation compared to as many as 10 companies (client selects companies), the top 10 composite, and Opinion Elite Analysis

For more information on RQ, please contact us.

Prior Year Reports

In 2015, we added two new features to RQ. First, the list of Most Visible companies expanded from 60 to 100, enabling us to include far more companies, industries, and regional players than ever before. We also began tracking Opinion Elites (those who are more knowledgeable and engaged than the average consumer). Those two enhancements have carried forward in 2016.


What We've Learned From RQ®

Our Reputation Practice

Part of the Nielsen Family

Learn more

Blog Post

Employees Key to Corporate Reputation

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Blog Post

Through the Eyes of Future Talent

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Blog Post

The Global Side of Reputation

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Blog Post


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Ethisphere Article

How do you measure reputation?

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