RI showed each respondent a list of 20 companies and asked if the person was familiar or very familiar with them. If the person knew a firm, then RI offered four basic statements. To gauge CSR, which accounted for 40% of the reputation score, it got respondents’ reaction to the statement, “I trust this company.” Delving deeper, it asked about whether the company was acting as a good citizen by supporting good causes, exerting positive societal influence, and displaying environmental responsibility. Then it asked about governance, including whether the company was open and transparent, behaved ethically and was fair in the way it did business. Finally it asked about whether the company rewarded employees fairly, took care of employee well-being and whether it offered equal opportunities.