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About The Axios Harris Poll 100
The Axios Harris Poll 100 is based on a survey of 16,310 Americans in a nationally representative sample. The two-step process starts fresh each year by surveying the public’s top-of-mind awareness of companies that either excel or falter in society. These 100 “most visible companies” are then rated by a second group of Americans across the seven key dimensions of reputation to determine the ranking. If a company is not on the list, it did not reach a critical level of visibility to be measured.
2023 Corporate Reputation Rankings
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The Axios Harris Poll 100 is a trusted ranking of the reputations of the companies most on the minds of Americans using a framework Harris has used since 1999. Download the 25th Annual Reputation Quotient Study report to view the full rankings and gain additional insights about performance year over year.
The Axios Harris Poll 100 is a trusted ranking of the reputation of the companies most on the minds of Americans using a framework Harris has used since 1999.
Americans are asked which two – in their opinion – stand out as having the best reputation and which two have the worst reputation in America today. All nominations – best and worst – are compiled into an aggregate list to determine the “Most Visible” companies. Subsidiaries and brands are tallied within the parent company to create a total number of nominations for each company.
A second set of respondents then rates the 100 most visible companies on seven dimensions of reputation to calculate the company’s RQ® score for inclusion in the Axios Harris Poll 100.
An RQ score is calculated by: [ (Sum of ratings of each of the 9 attributes)/(the total number of attributes answered x 7) ] x 100. Score ranges: 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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The team behind the report
CEO, The Harris Poll
CEO, The Harris Poll
Vice Chair, The Stagwell Group
Managing Director, The Harris Poll