The OCR is run by Dr. Craig Carroll, author/editor of three books on corporate reputation, and an adjunct professor at New York University, IE University in Madrid, and Singapore Management University.

The OCR is triple entendre. OCR not only stands for the Observatory on Corporate Reputation, it is also the primary technology for converting digital images to text—optical character recognition. Optical character recognition is the primary means by which the OCR conducts its work and its primary purpose, as we use media as the lens for recognizing the character of companies.

Three guiding images define the work of the OCR. The telescope makes that which is far away closer to the eye. The microscope makes that which is undetectable to the human eye discernable. The observatory as a place to gather and convene.