We help our clients understand how they are truly perceived and evaluated by various audiences. We identify levels of trust, attitude, perception, expectations, and the factors that influence them.
To achieve this, we build systemic reputation audits that combine three levels of analysis: in-depth qualitative research, quantitative validation among broader audiences, and media analysis. This approach allows us not only to capture the current state of affairs but also to understand the underlying causes, assess the business impact, and develop relevant communication solutions. Ultimately, this allows brands to communicate more precisely and allocate resources more effectively.
We have applied this approach across various sectors — from Pharma and FMCG to Agribusiness and international organizations — working alongside our clients to develop communication strategies based on reputation audit insights.
How it works in practice
In a project for Roche Ukraine, we researched the company's perception among government authorities, physicians, patient organizations, and the media. Simultaneously, we conducted a quantitative survey of patients with hemophilia and multiple sclerosis – capturing their expectations regarding support for the first time in Ukraine. This allowed us not only to evaluate the effectiveness of the company's social initiatives but also to form a foundation for developing patient programs and communications that truly meet real needs. These pioneering studies were presented at roundtables for patient organizations and widely covered by the media.
We developed a comprehensive reputation profile for a major Ukrainian agribusiness. We conducted in-depth interviews with stakeholders, ranging from partners and banks to government officials, and evaluated the brand using the international RepTrack methodology. Additionally, we analyzed the media landscape and communication channels. As a result, the client received more than just an "opinion snapshot"; they gained a clear understanding of the gap between current and desired perception, along with specific steps to bridge that gap through communication.
In a case involving a large FMCG brand that just went through a reputation crisis, we combined quantitative consumer research, in-depth stakeholder interviews, and media sentiment analysis. This allowed us to:● identify key risks of returning to the market;● understand the factors that affect trust;● develop a phased re-entry model with a clear communication architecture.
Effectively, the research became the foundation for restoring the brand's retail presence.
Working with the Forest Stewardship Council, we utilized the reputation audit as a tool for measuring change. We conducted research at the start of our partnership and repeated it following the campaign’s end. Simultaneously, we held a strategic session and initiated regular media communication alongside a series of round tables with main stakeholders. This approach allowed us to document the growth in awareness and trust among target audiences.
Assessing the audience's attitude towards business transformation periods as a separate type of research.
For a large FMCG brand exiting an international group, we researched the concerns of partners, distributors, and regulators regarding structural changes. This helped us craft messaging tailored to each audience, mitigating reputation risks during the transition.
In a case involving the merger of an agricultural brand with an international corporation, we identified exactly how and through which channels stakeholders wanted to receive information about the changes. This formed the basis for a communication strategy that helped maintain trust throughout the deal.
What the Client Receives
In our approach, a reputation audit is a tool that allows you to:
● see the true perception of the brand by different audiences and identify reputation gaps;● understand expectations and trust triggers;● identify reputation risks before they escalate into a crisis;● select the right communication channels and formats;● and as a result — direct your resources on what actually works.