Three-Fourths Of Americans Say The Tech Industry Has A Good Reputation; Tech Leads All Other Industries

NEW YORK – Seventy-eight percent of Americans say the technology industry has a good reputation, leading the field of 14 industries[1] measured, according to The Harris Poll® 2016 Reputation Quotient® (RQ®) Summary Report. The 17th annual study, released today, reveals corporate reputation ratings for the 100 most visible companies in the U.S., as perceived by the general public.

Eight technology companies appear on Harris Poll’s list of corporate reputation ratings with RQ scores ranging from “good” to “excellent.” Apple is the top technology company for corporate reputation, reclaiming its leading industry position from Samsung. Both companies place in the top ten across the 100 most visible companies, with “excellent” RQ scores. The full ratings for all 100 companies can be found in The Harris Poll 2016 Reputation Quotient Summary Report at www.theharrispoll.com/reputation-quotient.

“The technology industry is the gold standard for corporate reputation and it has maintained an excellent reputation rating for the last four years,” said Sarah Simmons, senior reputation consultant at Nielsen, which owns The Harris Poll. “Technology companies demonstrate that corporate reputation matters – their reputational equity has put them in a position to retain customers, attract the best and brightest talent, and secure business partners and investors to help grow and distinguish their businesses.”

The RQ, an important baseline for managing reputation and identifying new market risks and opportunities, measures companies’ reputation strength based on the perceptions of more than 23,000 Americans across 20 attributes classified into six corporate reputation dimensions: Social Responsibility, Emotional Appeal, Products and Services, Vision and Leadership, Financial Performance, and Workplace Environment. The reputations of the 100 most visible companies in the U.S. range from excellent (scores of 80+) to very poor (scores of 50 to 54).

The Harris Poll 2016 Reputation Quotient

Technology Companies Ranked Among the Top 100 Visible Companies in the U.S.

by Corporate Reputation Strength

 

Technology Company

RQ Rank

RQ Score

Apple

2

83.03, Excellent

Samsung

7

80.44, Excellent

Microsoft

20

78.57, Very Good

Sony

27

77.58, Very Good

IBM

40

75.43, Very Good

LG Corporation

41

75.32, Very Good

Hewlett-Packard

54

72.93, Good

Dell

56

72.76, Good

Reputation Dimensions

According to the RQ study, technology companies score highest on the Products and Services dimension, including attributes for high quality, innovative products, and good value for money. These attributes are key drivers for the positive reputation of the industry as a whole. Technology companies also show near excellent scores on Vision and Leadership, and Workplace Environment.

“The tech industry tends to receive more reputational credit relative to what it makes and how it leads versus how it behaves,” said Simmons. “However, emotional appeal attributes, such as trust, admiration and respect, are still key drivers to the industry’s reputation. While the industry is and should remain focused on creating new and quality products, it can’t ignore the emotional appeal factors that have the greatest ability to impact the tech industry’s reputation.”

Methodology

 The 2016 Harris Poll Reputation Quotient Report was conducted online in English, among more than 23,000 U.S. respondents from November 13 – December 24, 2015, with preliminary nominating waves of research conducted among 4,078 respondents from September 8 -10 and October 6 – 8, 2015. The Annual RQ study begins with a Nomination Phase, which is used to identify the companies with the most “visible” reputations. All respondents are asked, unaided, to name companies that stand out as having the best and worst reputations. Online nominations are summed to create a total number of nominations for each company. The final list of the 100 most visible companies in the U.S. is measured in the RQ Ratings Phase. In the ratings phase, respondents are randomly assigned to rate two of the companies with which they are “very” or “somewhat” familiar.  After the first company rating is completed, the respondent is given the option to rate the second company. Companies are rated on their reputation on 20 different attributes that comprise the Reputation Quotient instrument. The attributes are grouped into six different reputation dimensions: Emotional Appeal, Financial Performance, Products and Services, Social Responsibility, Vision and Leadership, and Workplace Environment.

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.

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About The Harris Poll

Over the last five decades, Harris Polls have become media staples. With comprehensive experience and precise technique in public opinion polling, along with a proven track record of uncovering consumers’ motivations and behaviors, The Harris Poll has gained strong brand recognition around the world. The Harris Poll offers a diverse portfolio of proprietary client solutions to transform relevant insights into actionable foresight for a wide range of industries including health care, technology, public affairs, energy, telecommunications, financial services, insurance, media, retail, restaurant, and consumer packaged goods. Nielsen acquired The Harris Poll in 2014. Contact us for more information.

Harris Poll Reputation Quotient study results disclosed in this press release may not be used for advertising, marketing or promotional purposes without the prior written consent of Harris Poll.

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[1] Other industries measured: Retail, Travel and Tourism, Consumer Products, Manufacturing, Telecom, Automotive, Energy, Airline, Financial Services, Insurance, Pharmaceuticals, Government and Tobacco