The Relationship Index (RI) is market research tool designed specifically to define the quality of relationships between an organisation and its stakeholders. Originally an academic research project undertaken by Professor Jim Grunig at University of Maryland, it is most adept at identifying the needs and opinions of stakeholders difficult to access through other research.
While Edelman has a suite of research products designed to elicit different types of information, the Relationship Index is currently used by several leading Australian and international companies to assess the progress and direction of their stakeholder engagement strategies.
 |
A mixture of quantitative and qualitative questions provide detailed diagnostic information used to assess relationship quality in four broad areas:
- Trust which examines an organisation’s integrity, dependability and competence;
- Mutuality of control measures how much power or influence does each party feel the other has in the relationship;
- Commitment examines the extent to which the organisation is seen as investing energy in maintaining and promoting the relationship; and
- Satisfaction looks at the extent to which the organisation is seen as delivering on positive expectations
The quantitative questions give numeric scores against a series of statements under each relationship area. The additional qualitative questions then provide further insight into the reasons for the scores, and direct quotes as to where the organisation’s approach may need improvement.