Research methodology

We’ve conducted 1,379 interviews with CEOs in 79 countries. Our sample is weighted by national GDP, to ensure CEOs’ views are fairly represented across all major countries. The interviews were also spread across a range of industries. Further details, by region and industry, are available on request. Twenty-eight percent of the interviews were conducted by telephone, 63% online and 9% by post or face-to-face. All quantitative interviews were conducted on a confidential basis.

The lower threshold for all companies included in the top ten countries (by GDP) was 500 employees or revenues of more than US $50 million. The threshold for companies included in the next 20 countries was companies with more than 100 employees or revenues of more than $10 million.

  • 36% of companies had revenues of $1 billion or more
  • 38% of companies had revenues of over $100 million up to $1 billion
  • 21% of companies had revenues of up to $100 million
  • 57% of companies were privately owned


world map showing the number of interviews conducted by region


  • Not all figures add up to 100%, due to rounding of percentages and exclusion of ‘neither/nor’ and ‘don’t know’ responses.
  • The base for figures is 1,379 (all respondents) unless otherwise stated.


We also conducted face-to-face in-depth interviews with 20 CEOs from five continents over the fourth quarter of 2016.

Their interviews are quoted in this report, and more extensive extracts can be found on our website at where you can explore responses by sector and location. In addition, we surveyed 5,351 members of the public from 22 countries. The interviews were conducted in December 2016 using an online survey community of global consumers.

Contact us

Follow us