A recent reputation survey conducted by the Institute of Social Sciences and Norstat sought to identify which politicians, social figures, and entertainers are favored or disliked by the public. Experts in communication were consulted by Postimees to interpret the findings of this survey in relation to the rankings of public figures based on their popularity, likability, and influence. Mart Soonik, a PhD candidate at the Institute of Social Sciences at the University of Tartu, noted that the survey's outcomes were not what he anticipated.

Soonik pointed out the odd mixture of individuals categorized as 'unpleasant,' which included influencers, politicians, musicians, and experts. He expressed his understanding of why influencers would appear in this list, as their profession often demands attention at any cost, which may involve arrogance and questionable choices in product endorsements. However, he also emphasized that becoming an influencer has been a goal for many students pursuing communication studies in recent years, suggesting a complex relationship between public image and professional aspirations.

The article also delves into how the rankings of public figures do not necessarily align with their actual impact or contributions, indicating that popularity, likability, and influence are not always interconnected. The discussion emphasizes the need for a deeper understanding of public perceptions, given that many well-known figures can elicit mixed reactions from the audience, further complicating the dynamics of reputation in modern society.