Diversity at Reputation Leaders

Business must be a force for good in the world. At Reputation Leaders we not only believe this statement, but we act on this belief.

Diversity and inclusion are deeply rooted in our company, as reflected in our cross-cultural research in over 80 countries and the diversity of our staff. We believe that diversity is a strength, which empowers us to produce better research and insights because we consider all voices, understand cultural nuances and challenge preconceived ideas.

This same respect for people has led us to create a flexible and fair working environment where everyone in our team can thrive. We invest in our people’s careers and growth, encouraging them to pursue their values and interests. Through ongoing efforts, such as participating in the Living Wage initiative, ensuring the equity of our practices, and integrating diversity in our client research, we aim to promote diversity in our organization and beyond.


Research commitments

Inclusive research practices

Our 20+ year experience of research projects spanning over 80 countries has taught us to be inclusive in our methodologies. From participant selection to data analysis, we ensure that our research is fully accessible for respondents with differences in abilities, cultures and languages.

Our surveys make things as easy and accessible for respondents. For quantitative surveys, we offer local language survey translations where English is not the dominant language and allow respondents to select the language they feel most comfortable with. Our surveys are designed with accessibility in mind and conducted online or by phone at a time or device convenient to the respondent. Our website conforms to the Web Content Accessibility Guidelines (WCAG) 2 standard, at Level A to ensure users of all abilities can understand and use our content.

Our interviews are adapted to the respondent. Qualitative interviews can be conducted in the respondent’s preferred language, using a local language moderator. Qualitative research accommodates different time zones and schedules, being as flexible as possible in our availability – we aim to work to the respondent’s convenience.

All respondents must consent to participate in the research, and we are very clear about how we intend to use their data.

We are aware of how cultural differences impact research, regarding preferred language, tone, cultural taboos, and social or political no-go areas. Our analysis accounts for cultural variances, providing insights that are inclusive and representative of the diverse voices we study.

We ensure that our questions are neutral and relatable for a wide range of people, without making assumptions about respondent’s family arrangements, background, or political views.

Wherever possible we work with local partners whose local knowledge is valued and acted upon. We only ever collaborate with research partners who share our commitment to promoting Diversity, Equity, and Inclusion (DEI) within their own organizations.


Our own research initiatives into diversity

We advocate for diversity through our own dedicated research initiatives. We are selective in the topics of our proprietary research studies – choosing topics which make a positive contribution to conversation around diversity. For example, our research for Martin Luther King Day and racism in American workplaces where we partnered with the Witness Foundation, as well as insights related to the mental health of young Americans.


Commitments to our staff

Staff and working practices

We support our diverse staff through fair and flexible working practices. Our flexible working locations and hours, including remote work, part-time work- and job-sharing options, accommodating the different lifestyles and responsibilities of our team.

Meanwhile, we ensure that all team members have the opportunity for training through internal and third-party training sessions. By tracking the skills and experience of our team members, we look for ways that everyone can develop.

As a proud Living Wage Employer, we ensure fair pay for all our staff, underlining our dedication to financial equity. Furthermore, the gender balance of our team further exemplifies our commitment to creating an inclusive workplace.


The efforts of our team

We highlight some extraordinary efforts of our team members to do good and support underrepresented groups.

For example, as a trustee of SeedFUND, our CEO Laurence helps entrepreneurs in developing countries to start businesses that provide income to poor communities. He has led start-up workshops in Ukraine, Zambia, Italy and Romania.

We are proud of our Istanbul-based COO David Lyndon, who was part of the relief efforts for over a year following the 2023 earthquake in southern Turkey by coordinating volunteer helpers and food provisions for the victims and the rescuers in the province of Hatay.

Other members of our team, like Harry, Kiia, Dominique and Lynn have conducted diversity-related research on various issues. While Harry has led innovative research into oral care of disabled people, our Finnish team member Kiia has co-authored academic research articles into attitudes towards refugees and people with disabilities. Dominique, originally from Belgium, regularly interviews under represented populations, including parents of premature babies, while our Lebanese colleague Lynn has led research into topics like women in sports.

In ways like these, each member of our team exemplifies our commitment to diversity.


Continuous development and education

Continuous improvement and education about diversity is at the forefront of our operations. Through strategic partnerships with organizations like Purpose Collaborative, we are committed to evolving our research practices and knowledge. We deepen our understanding of local contexts and nuances by talking to worldwide peers, on-the-ground partners, and multinational clients, and by engaging in secondary research into the countries where our projects are located.

Central to our educational efforts is a robust awareness of diversity theories and practices, including Hofstede’s Cultural Dimensions and the Culture Map by Erin Meyer, which guide us in appreciating and navigating the complex landscapes of cultural variances.