Thought Leadership

Our perspective on the world and how it operates.

As the research arm of Edelman, the world’s largest public relations company, we provide the research and insights to power the firm’s intellectual property and thought leadership. We employ unique design and rigorous methodologies to explore and measure complex issues such as Trust and Purpose.

  • 2014 Edelman Trust Barometer

    We believe that trust is an asset that enterprises must understand and properly manage in order to be successful in today’s complex operating environment. Unlike reputation, which is based on an aggregate of past experiences with a company or brand, trust is a forward facing metric of stakeholder expectation. The 2014 Edelman Trust Barometer is the firm’s 14th annual exploration of trust.

  • BRANDSHARE™

    brandshare is Edelman’s largest-ever consumer marketing study and an exploration of the evolving relationship between people and brands. It advocates putting people at the center of brand strategy and provides a framework for prioritizing marketing activities based on people’s interests and needs.

  • 2013 EDELMAN GLOBAL ENTERTAINMENT STUDY

    Edelman’s Global Entertainment Study highlights the importance and prevalence of entertainment in people’s daily lives, and how technology has enabled its consumption and sharing on a global basis. Now in its seventh year, the study, co-commissioned by Edelman and MATTER and fielded by Edelman Berland, has expanded beyond the U.S. and U.K. to include Brazil, China, Germany, India, Korea and Turkey.

  • 2013 Edelman Trust Barometer

    The Edelman Trust Barometer measures the state of trust around the world by exploring trust in institutions, industries, leaders and the impact of recent crises in the banking and financial service sectors.

  • 8095® Refreshed

    8095, named for the years in which the Millennial generation was born (1980 to 1995), is an insights group that focuses on the Millennial generation and their relationship with brands. Following the launch of our benchmark study in 2010, Edelman 8095 has refreshed the research in October 2012 with a new study of 4,000 Millennials in 11 countries.

  • Edelman Trust Barometer 2012

    In its 12th year, our global study examines trust in the four key institutions of government, business, media and NGOs, as well as communications channels and sources.

  • Edelman goodpurpose® study 2012

    This survey was conducted in 16 countries among more than 8,000 adults, and reveals that Purpose is a driving force behind the re-engineering of brand marketing around the world.

  • 2012 Norton Cybercrime Report

    The Norton Cybercrime Report is the world’s largest cybercrime report, powered by Edelman Berland research.

  • The State of Create

    The State of Create is a global benchmark study on attitudes and beliefs about creativity at work, school and home. The research shows 8 in 10 people feel that unlocking creativity is critical to economic growth and nearly two-thirds of respondents feel creativity is valuable to society, yet a striking minority – only 1 in 4 people – believe they are living up to their own creative potential.