OK, so the title may be misleading. As anyone who's been involved in a research project knows, there's almost nothing quick and easy about the process. But as with most things in life, having a clear and simple strategy at the start goes at least some way towards clarifying what you're trying to achieve and why, and how best to get it done...

Echoes of Success: Surrey Firm Among Most Influential The CEO of Surrey-based Echo Research, Sandra Macleod, has been named as one of the 100 most influential figures in the PR industry in the UK, cited by PR Week for her record of devising reputation management solutions across the world.

Macleod addressed International PR Association: “It is up to senior communications counselors to educate management on the actual drivers and possible risks to reputation, challenge what could be blinkered views and decision making, and use research to support improved understanding, sounder management behavior and track ongoing changes.” When conferees asked, “Can reputation be measured?” Echo said the answer is clearly “Yes.”