USER GUIDE

Dashboard View

The Dashboard View is accessed via the main menu or by clicking on a value in the Map View.

 

The Dashboard View offers information on the tracked company, as well as several options that allow for extraction of additional insights:

   1. Company Information
   2. Awareness and Familiarity
   3. Trust and Like Score
   4. Reputation Scores
   5. Brand Scores
   6. Behavior Percentage
   7. Period Selection Option
   8. Company Selection Option
   9. Filter Selection Option
   10. Compare Option
   11. Normative Scale


1. Company Information

The Dashboard view displays the ROLLING AVERAGE scores based on the period selected under Period.


2. Awareness and Familiarity

Awareness reflects the percentage of respondents who are able to recall the company by name, once shown (aided awareness). Respondents are shown a list of 20 randomly chosen companies and are asked the following question:
Which of the following organizations have you heard of?

Familiarity reflects the percentage of respondents who have qualified knowledge about the company (are somewhat or very familiar with it). Respondents are shown companies of which they are aware (one at a time) and are asked to indicate on a scale from 1 to 7:
How familiar are you with the following organizations?

Familiarity is then a percentage of the respondents answering 4 to 7 on the selected company.

The Awareness and Familiarity percentages are based on the period selected under Period, and are compared against the previous period of similar length as shown in the dark grey triangle. In the current example the average awareness and familiarity percentages throughout the 30-day period up to 13 March (12/02/2018 – 13/03/2018) are compared with those throughout the previous 30-day period (13/01/2018 – 11/02/2018). The number in the dark grey triangle indicates the scale of score change, and the shape indicates the type (upward-pointing triangle = score increased from previous period, and vice versa).

3. Trust and Like Score

The Trust and Like score is calculated as an average of two statements:
[COMPANY] is a company I like
[COMPANY] is a company I trust

For foundations the wording is slightly different:
[ORGANIZATION] is an organization I like
[ORGANIZATION] is an organization I trust

The respondents are asked to rate the statements on a scale of 1 to 7 after which their responses are re-scaled for convenience to a scale of 0 to 100, where “0” indicates the lowest score and “100” indicates the highest.

The scores are based on the period selected under Period, and are compared against the previous period of similar length as shown in the dark grey triangle. In the current example the 30-day score average of 13 March (12/02/2018 – 13/03/2018) is compared with the average score throughout the previous 30-day period (13/01/2018 – 11/02/2018). The number in the dark grey triangle indicates the scale of score change, and the shape indicates the type (upward-pointing triangle = score increased from previous period, and vice versa).

The background color classifies the scores according to Caliber’s Normative Scale.


4. Reputation Scores

Reputation scores are calculated based on the following statements:
OFFERING – [COMPANY] offers compelling products and services
INNOVATION – [COMPANY] is innovative in its field
INTEGRITY – [COMPANY] behaves responsibly
LEADERSHIP – [COMPANY] demonstrates leadership

For foundations the wording is slightly different:
OFFERING – [FOUNDATION] drives and supports important projects
INNOVATION – [FOUNDATION] is innovative
INTEGRITY – [FOUNDATION] behaves responsibly
LEADERSHIP – [FOUNDATION] demonstrates leadership

The respondents are asked to rate the statements on a scale of 1 to 7 after which their responses are re-scaled for convenience to a scale of 0 to 100, where “0” indicates the lowest score and “100” indicates the highest.

The scores are based on the period selected under Period, and are compared against the previous period of similar length as shown in the dark grey triangle. In the current example the 30-day score average of 13 March (12/02/2018 – 13/03/2018) is compared with the average score of the previous 30-day period (13/01/2018 – 11/02/2018). The number indicates the scale of score change, and the shape indicates the type (upward-pointing triangle = score increased from previous period, and vice versa).

The background color classifies the scores according to Caliber’s Normative Scale.


5. Brand Scores

Brand scores are calculated based on the following statements:
AUTHENTICITY – [COMPANY] is a company that does what is says
DIFFERENTIATION – I consider [COMPANY] as standing apart from the competition in a positive way
RELEVANCE – I can relate to what [COMPANY] stands for
INSPIRATION – I find [COMPANY] interesting

For foundations the wording is slightly different:
AUTHENTICITY – [FOUNDATION] is an organization that does what is says
DIFFERENTIATION – I consider [FOUNDATION] as standing apart from other foundations in a positive way
RELEVANCE – I can relate to what [FOUNDATION] stands for
INSPIRATION – I find [FOUNDATION] interesting

The respondents are asked to rate the statements on a scale of 1 to 7 after which their responses are re-scaled for convenience to a scale of 0 to 100, where “0” indicates the lowest score and “100” indicates the highest.

The scores are based on the period selected under Period, and are compared against the previous period of similar length as shown in the dark grey triangle. In the current example the 30-day score average of 13 March (12/02/2018 – 13/03/2018) is compared with the score average of the previous 30-day period (13/01/2018 – 11/02/2018). The number indicates the scale of score change, and the shape indicates the type (upward-pointing triangle = score increased from previous period, and vice versa).

The background color classifies the scores according to Caliber’s Normative Scale.


6. Behavior Percentage

Supportive Behavior percentages are calculated based on the following statements:
ADVOCACY – I would say something positive about [COMPANY] to others, if given the chance
CONSIDERATION – I would buy, or continue to buy, products and services from [COMPANY], if given the chance
RECOMMENDATION – I would recommend [COMPANY] to others, if given the chance

For foundations the wording is slightly different:
ADVOCACY – I would say something positive about [FOUNDATION] to others, if given the chance
CONSIDERATION – I would participate, or continue participating, in projects driven and supported by [FOUNDATION], if given the chance
RECOMMENDATION – I would recommend [FOUNDATION] to others, if given the chance

The respondents are asked to rate the statements on a scale of 1 to 7. Percentages in the dashboard reflect the share of those respondents giving answers “6” and “7” (Top 2 Box) – respondents who would definitely support a company in the given way.

The percentages are based on the period selected under Period, and are compared against the previous period of similar length. In the current example the 30-day percentage average of 13 March (12/02/2018 – 13/03/2018) is compared with the percentage average of the previous 30-day period (13/01/2018 – 11/02/2018). The number indicates the scale of score change, and the shape indicates the type (upward-pointing triangle = score increased from previous period, and vice versa).


7. Period Selection Option

With the Period option it is possible to select the timeframe for which the results in the Dashboard are displayed. The results shown will be the ROLLING AVERAGE of the selected period.


8. Company Selection Option

The Company Selection option allows users to select which company to view in the Dashboard. It is also possible to add companies by clicking the “+” button or remove companies by clicking the “-” button. Once the “+” button is clicked, a list of the companies included in your subscription will appear. Tick the boxes next to the companies you wish to view, click “OK” and these companies will then appear under “Company” in the left-hand menu.

After adding the company, it needs to be highlighted in order for its results to appear on the chart.


9. Filter Selection Option

Through Filter Selection option it is possible to view the results in the Dashboard for a specific demographic sub-group, segment, country or region. It is possible to select either one filter or a combination of several filters.

The more filters are applied, the lower the sample would be (the number of respondents upon which the results in the Dashboard are based). In rare cases, the Dashboard may not display and results at all, if no respondents correspond to the selected filter in the given period of time. To avoid this, the period to be shown on the Dashboard can be increased under Period.

COUNTRY Selects the country our countries to view the results for. If several countries are selected, results will be the average of these countries.
AGE Filters the results by the different age groups.
GENDER Filters the results by respondents’ gender.
REGION Filters the results by respondents’ area of residence. Note that the regions are country-specific, and results will only filter if the corresponding country is selected under the COUNTRY filter.
SEGMENT Filters the results by respondents’ professional background. This filter allows to break down the data by segments of the population that share a common characteristic (e.g. Medical/Health Care Professionals, Students, Top Managers etc.).


10. Compare Option

With Compare Option it is possible to compare a company to itself or to a benchmark, or to see the importance of the different Brand and Reputation dimensions, in the Dashboard View.

The “Previous period” option compares the current company results during the selected time period to its results from the previous period of a similar length. In the current example the 30-day results of 13 March (12/02/2018 – 13/03/2018) are compared to the results of the previous 30-day period (13/01/2018 – 11/02/2018).

The “Benchmark” option allows for the comparison of the company’s results with selected benchmarks (if available in your subscription). The benchmark’s results will be shown in grey next to the main company’s results.

Selecting “Importance” will show the relative importance of each Brand and Reputation dimension in driving Trust and Like. The percentages add up to 100% (some variations may occur due to the rounding-off method). In the example given below, perceptions of Integrity are the most important when it comes to making the company trusted and liked by stakeholders – in fact, more than twice as important as perceptions of Innovation. In other words, Integrity is the strongest driver of Trust and Like.

The importance of each of the Brand and Reputation dimensions is calculated through a regression analysis and reflects a causal relationship with the Trust and Like Score. This means that each of the dimensions directly influences the degree to which stakeholders trust and like the organization – the strength of this influence is indicated by the Importance percentages. For more information on the relationship between Brand and Reputation dimensions on one hand and Trust and Like on the other, please read the description of the Corporate Character model.


11. Normative Scale

The Normative Scale (or the “traffic light”) indicates whether a particular score is relatively high or low when benchmarked against the results of previous studies of a similar nature.

Based on measurements of hundreds of organizations we know that most scores would be within the 60-69 interval, which we therefore treat as “average”. Fewer organizations would achieve scores between 70-79 or 40-59, which are “strong” and “weak” scores respectively. Finally, only a handful of organizations are performing so well that they reach a score of 80 or above, or do so poorly that they get below 40. That is why these intervals are considered as somewhat extraordinary results and are named “excellent” and “poor” respectively.

The scale is applied to Trust and Like scores, as well as Reputation and Brand dimension scores, as indicated by the color associated with these scores. It is not applied to Behavior percentages, as they are calculated differently.