How do we measure Corporate Reputation?

The Corporate Reputation Ranking, developed by Hill & Knowlton Captiva, is a quantitative study based on telephone surveys, which is fully implemented by the renowned market research firm Collect GFK.

It has been done in Chile since 2002 and assesses final consumers’ perception of companies, through a random, representative sample in the top 10 cities of the country.

Ever since the Ranking began to be implemented, the newspaper La Tercera has been a partner of this initiative, providing extensive coverage of the results (see publications from previous years).

TARGET AUDIENCE

• Consumers between 18 and 60 years old.

• Men and women.

• SEG (socio-economic group) ABC1, C2, C3 and D.

• Residents of the cities: Iquique, Antofagasta, Viña del Mar, Valparaíso, Rancagua, Talca, Talcahuano, Concepción, Temuco and Santiago.

The main measurement was conducted during the months of June and July 2011.