The goals of a complex study include the assessment of the company image based on the results of communication activity at runtime. Comparative analysis of the audience’s attitude to the management of RZhD OAO on the background of the approach to the management of other strategic Russian companies is also required.

A number of methods are used for solving the tasks: an All-Russian representative survey (face-to-face interviews; a sample of 2000 aged 18+, covers over 40 settlements in nine federal districts), 24 focus groups with railway users in six regions, and over 60 expert interviews with representatives of authorities, media, business and regional elites. Reports on the study contain the analysis of political, social and economic resources and threats for developing the company image. The project is carried out on a yearly basis.