Who needs Caliber’s platform?
People working with corporate communications, reputation management and branding need a rigorous fact-base to prove effectiveness of activities, manage risks, prioritize actions and justify decisions. Our platform provides real-time metrics that help users understand the impact of the company’s activities and external events on people’s perceptions – which means they can spend their budgets more wisely. It also provides them with KPIs to report internally, allowing for more effective management and greater credibility in front of senior management.
How does Caliber’s platform work?
The platform automatically surveys hundreds of people across multiple countries on a daily basis through a digital questionnaire distributed online. We collect their responses relating to key perceptions and attitudes about the companies that subscribe to our brand & reputation management platform, and about their selected benchmarks. The results are instantly analyzed using an algorithm that produces easy-to-understand metrics, which become available on the online dashboard. Subscribers can then view how these scores develop in real time as a result of the actions taken by the company or its competitors, or as a reaction to external events that influence the company or its industry.
What are the advantages of Caliber’s platform?
We provide an easy-to-use tool for tracking the company’s brand and reputation to guide decisions within communications and marketing:
- One dashboard that shows the impact of activities and events
- Fully automated and digitalized process
- Actionable insights that come at a fraction of competitors’ cost
- Clear metrics that provide a strong fact-base for planning
- Simple and user-friendly interface accessible 24/7 across devices
Detailed Technical Information
We use online market research panels provided by our research partners worldwide, where people pre-subscribe to receive surveys. From this pool of potential respondents we select those with the right demographic background and who have not participated in any recent brand and reputation studies. Respondents that are sufficiently familiar with the companies being rated are allowed to participate in our survey and are rewarded with points that can later be exchanged for goods and services as part of the ongoing panel program managed by our research partners. We only cooperate with the largest and most well-known panel providers that meet all ESOMAR standards.
All organizations can be measured, but an organization must have sufficient familiarity among the target stakeholder group in order to be eligible for frequent brand & reputation tracking. As a rule, familiarity levels of 50% and above allow for frequent monitoring of brand and reputation, with statistical validity that allows for a week-by-week score comparison. For familiarity levels of between 20% and 50%, a less frequent monitoring is recommended, allowing for a month-by-month score comparison. Organizations that are known by less than 20% of their target audience can receive quarterly statistically valid results. Organizations with less than 50% familiarity that still wish to receive more frequent valid scores are provided with a customized price that reflects the higher research costs associated with this.
A typical sample size for brand & reputation tracking among the general public is a minimum of 50 interviews per company per week in every country monitored (minimum 2600 interviews per company per year). This sample size allows for acceptable statistical validity of the results on a weekly level, as well as statistically meaningful drill-downs into sub-segments on a monthly, quarterly or annual basis. Sample sizes can be boosted on demand within hours in order to monitor a specific issue with greater frequency and higher statistical validity (e.g. when launching a campaign).
In each market Caliber monitors a number of companies on a regular basis, outside of its monitoring of clients and subscribers, and their respective benchmarks. The companies are selected based on a number of factors determining their prominence in the respective country, such as turnover, employee base, market share, familiarity etc. The company lists for syndicated tracking are validated and adjusted on a regular basis.
Yes. We know that respondents have a higher chance of recognizing an organization correctly when seeing its logo rather than its name alone. We therefore show both logos and names in the questionnaire, thereby increasing the likelihood of respondents being familiar with the organizations they are asked to rate. This reduces the risk of misinterpretations and raises the quality of the collected data.
Yes, we have an API interface built into the brand & reputation platform. Our clients and subscribers can receive data in real time, store it in their own databases and visualize it through their own internal dashboards.
Since our platform consists of our own proprietary survey, analytics and visualization software – it is fully flexible and can be customized to a company’s specific needs in terms of the questionnaire used, resulting metrics, target audience, functionalities, interface and visualization. Such customization work is scoped and priced on a case-by-base basis.
The standard metrics include our primary Trust & Like Score, four different reputation metrics (representing perceived offering, innovation, integrity and leadership), four different brand metrics (representing perceived authenticity, differentiation, relevance and inspiration), and intended behavior (advocacy, consideration, recommendation and employment). All results can be split by demographic variables such as age, gender, geography and professional background. We also include client- and audience-specific custom metrics on demand.
Caliber’s brand & reputation management platform typically monitors perceptions among the general public. More specific target groups are then extracted from the general public based on their socio-demographic or professional profiles. We also target specific or specialized stakeholder groups, as well as hard-to-reach stakeholders, on demand.
The results gathered through Caliber’s brand & reputation platform are based on a demographically representative sample of the target audience, and respondents need to be sufficiently familiar with the company that they rate. We do not apply any filters, weights, adjustment factors or other manipulation to the data we collect. Data is typically collected on a 1-7 Likert scale, and is then re-scaled to a 0-100 range for easier comparability. This creates metrics that are clear, transparent and representative of the target audience. More advanced analytics are conducted periodically, for example to identify drivers and correlations.
Data quality is a product of several factors, such as sample size (number of interviews), panel quality, respondent recruitment and selection process, questionnaire length and structure, formulation of specific questions, online questionnaire interface (user friendliness) and timing. Caliber’s rigorous quality assurance process considers all these factors to provide our clients with valid data that helps them make informed decisions. The results gathered via the brand & reputation platform are constantly validated with available empirical evidence and clients’ own studies.
Roughly 25% of online surveys are accessed through mobile devices these days, making this an important question. Our platform includes our own proprietary questionnaire module that is fully mobile-friendly. In addition, the questionnaire itself is structured in a way that makes it easy (and fun) to fill out using a mobile phone. This allows us to reach certain stakeholder groups – such as young people, professionals, respondents without an office and others – that would otherwise be hard to engage in a survey.
Caliber’s brand & reputation platform presents a flexible interface that, upon demand, can visualize other data sources, such as results from other information providers (e.g. media coverage, online sentiment, customer satisfaction etc.) or clients’ own studies. This enables users to access multiple data in one integrated dashboard giving a better overview, saving time and increasing actionability.