As well as providing insights into corporate reputation using media analysis, CARMA Asia Pacific combines media analysis with information from interviews and surveys of your key stakeholders to provide a complete Reputation AUDIT, reported in the CARMA Reputation Matrix™.

The CARMA Reputation Matrix™ is a unique proprietary reputation measurement and management tool that goes beyond other research services available.

The first unique feature of the CARMA Reputation Matrix™ is that we don’t believe there are fixed ‘reputation drivers’ as some companies claim and measure. We believe that

Reputation is what the people who matter think about what THEY think matters.

Rather than measure a list of standard attributes, we find out what your key stakeholders think matters – what they judge you on – and then measure those attributes.

Secondly, we measure more than current perceptions. While useful, this really only tells you where your reputation was yesterday – or last week or last month when the research was done.

Your reputation is what your key stakeholders think which can be measured using interviews or surveys. But, even more important, your future reputation is being created and shaped dynamically by what key people such as analysts, influential journalists, NGOs, etc say. So we measure both what your key stakeholders think (perceptions and opinion) and what key influencers are saying (discourse) using a combination of qualitative interviews, survey questions and select media content analysis.

Also, the extent of awareness of your reputation is important – a good reputation is of limited benefit if it exists among only a small number of stakeholders.

Furthermore, research shows that awareness and reputation are also linked to profile, particularly in the media. So awareness and profile are measured using quantitative survey questions and quantitative media analysis.

The results of qualitative measurement of opinion (what key stakeholders think) and discourse (what key influencers are saying) and quantitative measurement of awareness and profile are then ‘quadrangulated’ and plotted on the CARMA Reputation Matrix™. These four metrics provide the most comprehensive measurement of your reputation available, and also the matrix provides a reputation management tool as it shows the influences on your reputation and likely future trends.