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About The Axios Harris Poll 100
The Axios Harris Poll 100 is based on a survey of 33,096 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.
2022 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 23rd Annual Reputation Quotient Study report to view the full rankings and gain additional insights about performance year over year.
Methodology
Phase 1
In February 2022, The Harris Poll fielded three rounds of “nominations” among a nationally representative sample of Americans to determine which companies were top-of-mind for the public. Respondents were asked which two companies they think have the best reputation and which two have the worst reputation. Both sets of nominations were then combined into a single list, with subsidiaries and brands tallied added to their parent organizations. The 100 companies with the most nominations were then selected to be on the ‘Most Visible’ list.
| Round 1 | Round 2 | Round 3 |
| February 3rd to 7th, 2022 | February 8th to 10th, 2022 | February 10th to 14th, 2022 |
| N=2,015 | N=2,039 | N=2,064 |
Phase 2
- The ”ratings” phase of the survey was conducted among 33,096 online interviews from March 11th to April 2nd, 2022 among a nationally representative sample of U.S. adults.
- Respondents were randomly assigned two companies to rate for which they answered they were very or somewhat familiar with.
- Each company received approximately 325 ratings.
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
In the News
The team behind the report
John Gerzema
CEO, The Harris Poll
Will Johnson
CEO, The Harris Poll
Ray Day
Vice Chair, The Stagwell Group
Wendy Salomon
Managing Director, The Harris Poll
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