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Fraser Consultancy: Ethical Reputation Index

The Fraser Consultancy is a UK-based communications research and strategy company advising clients how to communicate their corporate values. The consultancy was launched by Karen Fraser in 2003.

What is the Ethical Index?

The Ethical Index is the first consumer opinion survey of corporate ethics. The survey measures which issues concern consumers most, which companies they talk about and how that impacts on their shopping behaviour. The study measures over 40 leading companies.

What does the Ethical Index measure?

The Ethical Index measures the reputations of some of the world´s largest companies. The Ethical Index records issues of most concern to consumers, from environmental impact to employment record. A typical question might be: Thinking about companies´ ethical behaviour in general, which of the following issues concern you the most?

The index measures those attitudes and motivations more likely to result in ethically-oriented shopping. Crucially, it monitors the various types of communications media influencing consumer perception. Data are used to recommend media strategies.

The Ethical Index also maps consumer opinion against consumer profile, and measure the impact of word of mouth discussion of ethical reputations. In the wake of films such as “Supersize Me”, word of mouth proved highly influential.








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