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Populus Stakeholder Audits are a proven process for monitoring corporate reputation among the stakeholders who matter. These will often include the following groups – though additional audiences can be incorporated as required.

• Political decision-makers
• City opinion-formers
• Thought-leading journalists
• Employees
• Suppliers
• Sector specialists
• Key clients
• The increasingly influential NGO sector

The Populus approach stands out in three important respects:

• The Populus name, reinforced by our position as pollsters to The Times, encourages even the most senior individuals to participate in our Stakeholder Tracking. Also, because our experience is not just in the field of research, but spans government, politics and the media as well, we know how to talk to key stakeholders in these worlds.
• As well as the depth and nuanced insight available from qualitative research, Populus Stakeholder Audits use a range of indicative scores on key measures to provide benchmarks against which progress can be tracked.
• Populus Stakeholder Audits are based on the principle that the client knows best who their key stakeholders are. So we agree with our clients a ‘long list’ of the people whose attitudes really matter to them and we only interview names drawn from that list.

Having agreed the ‘long list’ of named individuals in key stakeholder categories, we invite people on the list to take part in either a one-to-one interview or a roundtable discussion held under the Chatham House Rule.

This approach gives clients confidence in the quality of respondents, while enabling us to assure participants of confidentiality and encourage candour.