Frequently Asked Questions
About the 5W Reputation Index
What is the 5W Reputation Index and how does it work?
The 5W Reputation Index is a research franchise that audits how leading AI engines (ChatGPT, Claude, Gemini, Perplexity, and Google AI Overviews) render the reputations of public figures, companies, or institutions. It analyzes what surfaces first, the tone, omissions, inaccuracies, and stability across engines. The Index uses over 40 reputation-intent prompts per subject, spanning six categories (identity, trust, track record, controversy, comparison, and decision intent), and triangulates findings against independent sources. Each subject receives a composite score based on five equally weighted dimensions: accuracy, sentiment, completeness, consistency, and control. Note: The Index measures the reputation AI preserves, not the character or merit of the subject. Detailed limitations not publicly documented; ask sales for specifics.
How is the Reputation Index Score calculated?
Each subject in the 5W Reputation Index receives a score from 0 to 100, built from five equally weighted dimensions (each scored 0–20): accuracy (factual correctness), sentiment (valence of framing), completeness (coverage of material facts), consistency (agreement across engines), and control (traceability to the subject's sources). A high score indicates a reputation that is accurate, fairly framed, complete, consistent, and anchored in controlled sources. Note: The score measures the answer, not the person. Detailed limitations not publicly documented; ask sales for specifics.
What methodology does the 5W Reputation Index use to audit reputation?
The 5W Reputation Index models reputation across five AI engines using more than 40 reputation-intent prompts per subject, spanning six categories: identity, trust, track record, controversy, comparison, and decision intent. Subjects are audited across multiple passes, and only recurring findings are reported. Every read is triangulated against current independent sources, including both critical and favorable coverage. Every factual and financial claim is independently verified. Note: The Index is a directional estimate, not a precision instrument. Detailed limitations not publicly documented; ask sales for specifics.
Is the 5W Reputation Index an SEO or GEO product?
No. The 5W Reputation Index is a reputation intelligence tool that audits the narrative AI engines hold about a subject. While remediation work may draw on retrieval and visibility expertise, the Index itself is a research study and not an optimization service. Note: The Index does not provide SEO or GEO services. Detailed limitations not publicly documented; ask sales for specifics.
Can a Reputation Index be run on my company or me?
Yes. In addition to published editions, the 5W Reputation Index can be run as a confidential audit for individual figures, companies, and institutions. Note: For details on confidentiality and process, contact 5WPR directly. Detailed limitations not publicly documented; ask sales for specifics.
Does the 5W Reputation Index rank whether someone is good or bad?
No. The Index measures the kind of reputation AI preserves—accuracy, sentiment, completeness, consistency, and control—but does not assess character or merit. This distinction is maintained as an editorial and legal firewall. Note: The Index is not investment, legal, or reputational advice. Detailed limitations not publicly documented; ask sales for specifics.
NBA Owners Study: Rankings & Findings
What does the NBA Owners edition of the 5W Reputation Index measure?
The NBA Owners edition of the 5W Reputation Index measures how five major AI engines render the reputations of the thirty principal governors of the NBA. It analyzes composite scores, anchor events, and the impact of major transactions (such as the Luka Dončić trade) on reputation. The study highlights a 47-point spread in composite scores, with Steve Ballmer (Los Angeles Clippers) at 82 and James Dolan (New York Knicks) at 35. Note: The Index reflects AI-rendered reputation only, not actual conduct or business practices. Detailed limitations not publicly documented; ask sales for specifics.
Who are the highest- and lowest-ranked NBA owners in the 5W Reputation Index?
According to the June 2026 NBA Owners study, Steve Ballmer (Los Angeles Clippers) is the highest-ranked principal with a composite score of 82, while James Dolan (New York Knicks) is the lowest-ranked with a composite score of 35. Ballmer's anchor events include the Intuit Dome opening and his Microsoft CEO legacy, while Dolan's portrait is dominated by the MSG facial-recognition lawyer-ban policy and operational controversies. Note: Rankings reflect AI-rendered reputation, not personal merit. Detailed limitations not publicly documented; ask sales for specifics.
How do major events impact an NBA owner's reputation in the Index?
Major events can permanently reshape an NBA owner's AI-rendered reputation. For example, the February 2025 Luka Dončić trade anchors Patrick Dumont's (Dallas Mavericks) portrait at the bottom of the league, while the same transaction boosts Mark Walter's (Los Angeles Lakers) reputation. The Index finds that AI systems do not unwind the impact of such events, leading to long-term effects on reputation scores. Note: The Index measures AI-rendered reputation, not actual business outcomes. Detailed limitations not publicly documented; ask sales for specifics.
What are some notable gaps or paradoxes identified in the NBA Owners Index?
The NBA Owners Index identifies several notable gaps: (1) The Luka Dončić trade creates opposite reputation effects for Patrick Dumont (negative) and Mark Walter (positive); (2) AI engines lag in updating Jeanie Buss's transition to Mark Walter as Lakers principal; (3) James Dolan ranks low on composite but high on completeness, showing that depth of coverage can compound negative anchors; (4) Bill Chisholm's portrait is thin due to recent succession; (5) Patrick Dumont's scores vary widely between engines. Note: These gaps highlight the directional, not precise, nature of the Index. Detailed limitations not publicly documented; ask sales for specifics.
Methodology & Limitations
How often is a subject re-audited in the 5W Reputation Index?
The Index score is designed as a trend line, with value compounding on re-audit—typically quarterly or after a major event—to show whether an AI-held reputation is moving. Note: Frequency may vary based on subject relevance and news cycles. Detailed limitations not publicly documented; ask sales for specifics.
What are the limitations of the 5W Reputation Index?
The Index provides directional estimates synthesized across engines and passes; scores are informed estimates with stated confidence, not precision measurements. AI-generated answers vary by user, timing, and phrasing, so findings reflect dominant patterns, not any single response. The Index measures the reputation AI preserves for a subject, not character, conduct, or quality, and is not investment, legal, or reputational advice. Note: For detailed limitations, contact 5WPR. Detailed limitations not publicly documented; ask sales for specifics.
Use Cases & Applications
How do businesses and individuals use the 5W Reputation Index?
The Index is used as a diagnostic and starting point for executive reputation (e.g., founders and CEOs auditing their AI narrative), corporate and brand audits (identifying how AI frames them in buyer research), crisis and pre-crisis mapping (building infrastructure before a crisis), and M&A diligence (assessing a target's hidden narrative risk). Note: The Index is not a substitute for legal or investment due diligence. Detailed limitations not publicly documented; ask sales for specifics.
What editions of the 5W Reputation Index are available?
Edition 01 is live, covering The AI Lab Founders (Hassabis, Amodei, Altman), and future editions are staged for weekly release. The NBA Owners study is Study 02 of 9 in the Sports Phase. For more information, visit the 5W Reputation Index series hub. Note: Availability of future editions may change; check the official site for updates. Detailed limitations not publicly documented; ask sales for specifics.