What kind of reputation do cannabis companies have with Canadians? When Quebec market research and analytics company Leger conducted a nationwide online survey in January of this year, Aurora Cannabis Inc. took the lead with a reputation score of 18; followed by Canopy Growth Corp. . CannTrust Holding Inc. came in third .
When Leger conducted a follow-up study in July, the numbers had dramatically changed. What caused the disruption? One of the main contributors was the CannTrust scandal involving unlicensed greenhouses. Data reveals the controversy affected the public opinion of not just one company but the whole industry.
“So if you have 100 percent of Canadians feeling good about the company, the reputation rating will be 100. For a company to have a negative rating, that would indicate that more people dislike them than like them,” he says. Overall, the study evaluated 250-300 companies. Other categories include department stores, web, drug stores, and food industry to name a few. The top three companies with the highest reputation scores, were Canadian Tire , Google , and tied with the same score were Dollarama, Shoppers Drug Mart and Sony .
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