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

Methodology

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