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Reputation Management


Creating and managing Reputation

Reputation study
Creating and managing Reputation

How do you look in the eyes of your customers?

In this research we use an international methodology

Research methodology is based on joint methodology of Reputation institute, thus we are able and willing to apply the methodology and complete the Great Business Reputation study in any market.

Company’s reputation is analyzed by measuring respondents’ emotional connection to the firm – is the company perceived as having a good reputation, is it respectable and trustworthy. With the help of there dimensions, reputation index is derived. Furthermore, analysis goes deeper into individual reputation attributes allowing to evaluate reasons behind company’s reputation. Reputation index and attribute scores are presented in the report on a scale from -100 to a 100.

  • Products and services – high quality, the price is worth paying
  • Customers – perfectly fulfills all the needs
  • Employer – fair wages, caring for the employees
  • Management – well organized, perfectly managed business
  • Business success – financially strong, sparčiai auganti įmonė
  • Business ethics – responsible business, fair competition
  • Social responsibility – consistent social activities
  • Innovative – pursues and supports creative, innovative ideas

We perform a unique selection of target groups

Conducting this research in Lithuania, every year, we put a lot of work into the selection of respondents based on strategically chosen criteria. We interview three groups of respondents:

  • 18-74 years old country residents
  • Respondents are selected based on their age, gender, education and location quotas in such way that it represents the real time demographic distribution of Lithuanian population
1000 respondents
  • Representatives of various sectors who have the power of decision making
  • According to the chosen proportions, the list of respondents includes managers of the largest Lithuanian companies, top managers of regulatory/ governmental institutions, politicians, heads of business associations or organizations, media owners, ambassadors
at least a 100 respondents
  • Representatives of various areas who have an ability to influence public opinion
  • We select experts of various fields, influencers, bloggers, journalists, representatives of social movements, NGOs, second-level managers of regulatory/ state institutions, business representatives, marketing specialists
at least a 100 respondets

List of companies researched

Every year, we reconsider the companies that are included into the survey. We take into account the relevance of business sectors, changes in the market and base our decision by analyzing companies that meet one or more of the following criteria:

TOP 20-40 in:
When including companies into the research list, we ensure that there are enough businesses in the same competitive environment on the list. By doing so, we can discover significant insights.

Individual analysis of company's reputation


For desiring companies, we provide an opportunity to order a detailed report, which provides a deeper analysis of the company, in comparison to its direct competitors. The report includes:

  • detailed analysis of the sector,
  • changes in the reputation index,
  • evaluation of reputation attributes and its changes,
  • comparison of the company to its competitors and industry averages,
  • the biggest weaknesses and the most important strengths,
  • tailored recommendations on how to manage your company’s reputation


Reach out to discuss the possibility of carrying out the study in your market and to find out what actions are needed to improve your company’s reputation.

Research team
Lithuanian Business Reputation Study is done in cooperation with our partners
Download the reports of previous years Lithuanian Business Reputation Study results
The survey asks to rate large companies that have more than one line of services but do not specify which one should be rated - it is not clear which activity should be evaluated

The breakdown of the measured companies would be necessary if the reputation and satisfaction were measured only for one specific company among the target customer group of that company. We conduct such research as well, however, this study has a very different purpose – it measures general reputation in the eyes of the whole society and public opinion leaders. We measure the MATURITY OF COMPANY’S BRAND. Companies such as Amazon, Telia or MG Baltic work in many different fields, but they also have an image that is “carried” with them as a whole organization. When doing the survey, we do not even mention the name of the company, we show only the logo so that not even text can impact the rating of the organization’s brand.

I am not using the services of the company – how can I assess its reputation?

This aspect is a very important moment in this reputation study – we care not only about what customers
of the company say, but also what is the opinion of the people who are not directly connected to the
organization. Reputation studies differ from image or client satisfaction studies, because in this case
companies are evaluated not only in their competitive environment, but rather as a member of the
community: does the firm treat its workers and customers fairly, does the company engage in CSR, and

If when filling the survey, you feel that you just cannot evaluate an aspect of the company, you can always choose “difficult to say“, however, general public opinion is that intangible, but very important factor that directly influences the success of our businesses.

How do you ensure that valuation of the companies is representative and valid?

In this study, representativeness comes from the number of respondents that are evaluating companies included in the survey – it is important that companies are evaluated by statistically sufficient number of people. During the Lithuanian Reputation Study, we aim to ensure the minimum number of respondents from 3 target groups:

  • At least 1000 members of the society (18-74 years old residents of Lithuania);
  • At least 100 decision makers;
  • At least 200 opinion leaders.

We further divide and assign quotas to each of the three target groups. For the society – we apply national sampling so that the respondents’ distribution based on their residence, age, education corresponds to the general distribution of residents of Lithuania. In case of decision makers and opinion leaders, we have singled out 7 sub-groups for each of these target groups and assigned a quota based on the availability of the representatives of these groups. Every respondent is checked whether she or he is correctly assigned to the target group and sub-group and then we personally invite them to participate in the survey. The survey is conducted until we reach the determined quotas of all sub-groups.

What is the method of the research and how do you select which companies are evaluated by a specific respondent?

Every year, the reputation is evaluated for more than 40 companies that are operating in Lithuania. For a firm to be included in the survey list, it must be in top 20-40 based on revenues, profit, number of employees and marketing expenses. Sometimes we include smaller companies in order to compare them with the biggest ones.

However, if participants were asked to evaluate all the companies in the survey list, they would get tired, lose focus or just drop it in the middle, as the survey is done online and individually (without a direct contact from the researchers). For us, it is really important that evaluations provided by the respondents would be thought through, so we distribute the survey in laps: every participant rates 10 companies, and we look for new respondents until every company reaches the determined quota.

Creating and managing reputation

Reputation is an important aspect for every business – it has not only moral, but also real financial benefits. Reputation is one of the three indicators, which predicts tomorrow’s value of the brand

  • Predicts increased attractiveness and creates opportunities to increase/maintain higher price
  • Predicts higher market share, ability to “conquer” a bigger proportion
  • Predicts and assures repeated purchases, brand loyalty, healthy relationship

Brand reputation and brand image are two seperate features

It is about you, differentiation, uniqueness, creating value
  • While creating an image, company is speaking about itself
  • Brand Image is defined within the limits of the category, by comparing the brand to its main competitors – through the attributes, which form consumers purchasing behaviour
Others speak about you and your worth
  • Reputation is formed when others speak of the company. In other words, reputation is built by satisfied customers, employees, citizens
  • The space of reputation’s importance is defined by the whole society. Company is acting as a member of society – its activities are compared to any other firm in the world

What companies say about their values


How company is actually acting

Tomorrow’s value
of your brand

We create strategies, provide consultations and conduct trainings on every aspect of creation, management, measurement and maintenance of business reputation.

Contact us and start building tomorrow’s value of your brand!