The document provides guidance on conducting perception studies. It outlines a process for perception studies that includes getting buy-in, choosing a method, testing and agreeing on themes, selecting audiences and conducting fieldwork, workshoping results, taking action, and monitoring and reviewing. It also lists seven "deadly sins" to avoid in poorly conceived or executed perception studies, such as pride, sloth, gluttony, greed, lust, envy, and wrath. The overall document offers advice on properly planning and carrying out perception studies to understand how an organization is viewed by others.