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Can this Reputation Be Saved?

Consumer Reports
Product testing organization slips up, but recovers nicely.

The short answer: Yes.

KDPaine & Partners is a company that produces research, so we were particularly interested in the latest Consumer Reports research kerfuffle. The independent testing and rating organization released a report saying that most child car seats were dangerous, but then had to recall the report when they discovered the research methodology was flawed. Ouch!

It's a researcher's worst nightmare. What made it worse was that they had to admit that they outsourced the research. We all know that we occasionally have to call on help from outside research partners. But Consumer Reports' reputation is based on the concept of independence and the quality of their in-house research methods, staff and facilities. So to acknowledge outside help is to cast a slight shadow on their integrity.

However, the way they handled the crisis speaks volumes about the organization. They were quick to respond and recall the report. The CEO sent out a well-written letter to all members that was both contrite and credible. And they took action by committing to retesting the car seats.

As we like to repeat; "It's how you act, not what you say." And in this case, CR's long-standing good reputation and fast action will ensure that their reputation will ultimately be saved. -KDP

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