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DOWNLOAD THE DATA-DRIVEN ANALYSIS OF
THE MOST HIGH-PROFILE CELEBRITY SCANDALS OF 2018

What measurable effect does scandal have on a celebrity’s standing with the general public? What do the numbers tell us about how far apologies go to repair the damage of scandalous behavior? And statistically, what factors worsen a scandal? Speciality research firm Spotted set out to find the answers by drilling into the biggest celebrity scandals of 2018.

METHODOLOGY

Spotted analyzes millions of data points that benchmark over 20,000 celebrities globally; the sources of Spotted’s data are a combination of publicly available research, monthly consumer perception data collected on Consumer Approval™ and celebrity personality assessment (300 respondents per month), post-scandal survey data (300 respondents per scandal), post-apology survey data (300 respondents per apology), social data, sentiment analysis, search traffic and Wikipedia data.

All survey data is collected through globally recognized survey panel Research Now. Before and after the scandal and the apology, perception data is collected that ranks the celebrities in terms of trust, likability, relatability, and more than a dozen other factors, in order to assess the drop in Consumer Approval™ after the scandal, after the apology, and longer-term. Spotted collects perception data across U.S. adults (conforming to a U.S. Census representative sample by age, gender, region and household income).

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