Scotland's International Strategy: Research to Support Scotland's Strategy for Stronger Engagement with Germany: Marketing Scotland in Germany

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Appendix 1: Topic Guides: Qualitative Research, Germany

APPENDIX 1.1. TOURISTS

Introduction

Knowledge of Scotland

I'd like to start by exploring your perceptions of Scotland and how much you feel you know about Scotland as a country.

What images or phrases first come to mind when you think of Scotland? MODERATOR WRITE WORDS OR PHRASES ON FLIPCHART.

What do you know about Scotland? (Unprompted discussion then probe on the people, places, sport, politics, business, arts etc).

MODERATOR SHOW IMAGES OF DIFFERENT FLAGS: Which of these do you think is the Scottish flag? Where have you seen it before?

Have you ever travelled to Scotland? Reasons: probe on business, holidays, to study etc. What were your initial reactions?

In what ways do you think Scotland differs from other countries within the UK? Are you more or less attracted to Scotland than other parts of the UK? Why?

I now want to explore what you think are the characteristics and values of the people in Scotland.

What do you think the people in Scotland are like?

How would you describe a typical Scottish person?

WRITE CHARACTERISTICS ON A FLIPCHART AND EXPLORE EACH IN DETAIL.

IN PARTICULAR, FOCUS ON THE REASONS BEHIND WHY RESPONDENTS THINK THE SCOTS HAVE THESE CHARACTERISTICS.

ALSO PROBE WHAT MAY BE FALSE STEREOTYPES VERSUS REAL CHARACTERISTICS.

EXAMINE WHETHER ANY OF THESE CHARACTERISTICS CONFLICT WITH EACH OTHER.

PRIORITISE CHARACTERISTICS.

How do these characteristics compare with a typical person from Germany?

Do you think people in Germany views Scots people in the same way or differently from other Europeans? PROBE FOR SIMILARITIES AND DIFFERENCES.

I'm going to read out a list of attributes which may or may not apply to different countries. Please tell me to what extent you personally feel each attribute applies to Scotland as a country.

  • Culturally diverse
  • Free and open
  • Modern
  • Small but dynamic
  • Lots to see and do
  • Safe
  • Traditional
  • A good place to live
  • A good place to do business
  • A good place to study
  • A friendly place
  • A progressive society

Perception of Visiting Scotland as a Tourist

What are the world's greatest countries to visit? Why do you say that?

Exercise:

I'd like you to do a little exercise. Using these stickmen with speech bubbles, I'd like you to write down your thoughts about visiting Scotland. I would like you to consider how you feel about Scotland as a travel destination.. What images or phrases best sum up the idea of visiting Scotland for you?

DISCUSS EACH PERSON'S STICKMEN. MODERATOR TO LOOK OUT FOR LANGUAGE USED AND WHETHER IT IS FUNCTIONAL OR EMOTIONAL.

What have you heard about Scotland as a place to visit? MODERATOR TO SUMMARISE KEY THEMES EMERGING FROM STICKMEN EXERCISE.

In your opinion, what would be the "must see" or "must do" elements of a visit to Scotland.

Where do you think you are you forming these opinions from?

What are Scotland's main competitors as a tourist destination? Why?

Why choose Scotland over other countries?

- What makes it particularly attractive / unique as a tourist destination? PROBE.

- What sort of things might put people off visiting Scotland as a tourist destination? PROBE FOR RATIONAL VERSUS MORE EMOTIONAL/PERSONAL REASONS E.G. VALUE FOR MONEY / ACCESSIBILITY VERSUS WEATHER / PREFERRED THINGS TO SEE AND DO.

If you were going to consider visiting Scotland, what sort of information would you need? Where would you tend to look for relevant information?

Is there anything else about Scotland as a potential travel destination that you would like to mention?

Stimulus Materials

1. Breakout task

Break into three groups of two or three. Each group to be given some pictures brought-in by other attendees in their pre-task and by Ipsos MORI (including some internet images).

Each group to agree which three or four images represent Scotland in the area of relevance to their recruitment group i.e.:

  • a tourist destination
  • a place to study
  • a place to do business

MODERATOR TO PROBE FOR ANYTHING THAT RESPONDENTS FELT WAS MISSING FROM THE RANGE OF IMAGES AVAILABLE TO THEM.

Each group to briefly feed back on the images selected and the reasons for the selection.

MODERATOR TO NOTE THE KEY THEMES COMING OUT ON A FLIPCHART AND LOOK FOR BROAD CONSENSUS - NO IN-DEPTH PROBING REQUIRED.

2. Introduce message areas

MODERATOR TO EXPLAIN THE BACKGROUND TO THE MESSAGE PLATFORMS THEY ARE ABOUT TO SEE. SPECIFICALLY, THAT THEY ARE GOING TO BE SHOWN SOME DIFFERENT AREAS OF FOCUS FOR HOW SCOTLAND COULD TALK ABOUT ITSELF TO OTHER COUNTRIES. BE CLEAR THAT THESE ARE NOT SLOGANS, BUT SUBJECTS OR THEMES THAT COULD MANIFEST THEMSELVES IN SPEECHES, BROCHURES, WEB COPY, USING A RANGE OF DIFFERENT EXPRESSIONS AND PHRASING. EXPLAIN THAT WHILE WE ARE INTERESTED IN FEEDBACK ON THE LANGUAGE PUT IN FRONT OF THEM TODAY - IT'S MORE ABOUT HOW THEY FEEL ABOUT THEM AS TOPIC AREAS.

Break into three groups of two or three. Each group to be given the 4 message platforms and descriptions. Each group to agree which of the platform areas best and least represents Scotland (as a place to visit / study / do business - relevant to their recruitment group).

MODERATOR TO RE-CONVENE GROUP AND NOTE INITIAL FEEDBACK ON A FLIPCHART.

MODERATOR TO PRESENT MESSAGE BOARDS INDIVIDUALLY AND PROBE EACH IN MORE DETAIL.

What is this message area all about - what is it trying to say?

Do you feel that Scotland has the permission (or the right) to talk about this kind of theme?

Does this theme differentiate Scotland from other countries? PROBE WHY / WHY NOT AND TO WHAT EXTENT.

Could this message area be talking about any country other than Scotland?

Are there any possible downsides or misinterpretations that could be made around this theme?

Are there any other words or phrases that have come up in today's discussion that could be used to put across this kind of message area?

ONCE EACH PLATFORM BOARD HAS BEEN REVIEWED INDIVIDUALLY, MODERATOR TO SHOW ALL FOUR.

Thinking about yourself as a potential visitor to Scotland / student in Scotland / person doing business in Scotland - which of these message areas would make you most interested in finding out more about Scotland as a place to visit / study / do business? PROBE WHY.

Do the different message areas suggest different opportunities that you might get in Scotland as a visitor / student / business person - or do they all suggest broadly similar opportunities? PROBE.

3. Introduce supporting facts

MODERATOR TO INTRODUCE NEXT SECTION BY SAYING THAT IF SCOTLAND WAS TO FOCUS ON ONE OF THESE MESSAGE AREAS, THEN AT TIMES IT WOULD BE APPROPRIATE TO SUPPORT THAT THEME WITH SOME FACTS OR EXAMPLES. WE'RE NOW GOING TO THINK ABOUT WHAT KIND OF SUPPORTING FACTS MIGHT BE MOST RELEVANT AND MOTIVATING TO YOU.

Thinking about all four message areas, are there any supporting facts that you would be particularly interested to see if you were to be convinced that Scotland was an attractive place to visit / study / do business (as appropriate)?

I'm now going to show you some facts about Scotland, and there are slightly different ones to go with each of the message areas.

MODERATOR TO HAND OUT A SHEET OF PAPER WITH ONE MESSAGE AREA AT THE TOP AND 3-4 SUPPORTING FACTS WRITTEN BELOW. RESPONDENTS READ THE FACTS THEMSELVES.

Do these facts give additional weight and credibility to the message area?

Were there any that particularly surprised you? PROBE GOOD/BAD.

Having seen these supporting facts, do you feel this message area is more or less motivating to you than when you first saw it?

REPEAT WITH SHEETS FOR THE REMAINING THREE AREAS.

ONCE INDIVIDUAL DISCUSSION IS COMPLETE, MOVE TO MORE GENRAL DISCUSSION OF ALL THE FACTS.

Thinking about all the supporting facts that you've just seen, are there any that really stand out to you? Why?

Are there any facts that have changed the way you previously thought about Scotland? Why is that?

Now that you've seen all the message areas and all the supporting facts - which message area feels like it would be the most motivating to you as a potential visitor / student / business person in Scotland?

4. Introduce images

MODERATOR TO EXPLAIN PURPOSE OF NEXT SECTION.

The last thing I'd like you to do today is to have a look at some images that could sit alongside the kind of message areas and facts that we've been talking about. This could be in a brochure, an exhibition stand, or on a website.

I'm interested in two things, firstly which images you personally find most motivating as someone who might potentially visit / study / do business in Scotland.

Secondly, I'd like us to think about whether these images support each of the four different message areas equally, or if they feel like they have a more natural fit with some of the message areas rather than others.

MODERATOR WILL HAVE 1 X BOARD WITH AROUND 15 IMAGES ON. SHOW BOARD TO GROUP.

Are these the kind of images you would expect to see from Scotland or are they at all surprising?

On a personal level, are there any images that stand out to you here as particularly motivating / off-putting? Why is that?

Do these images fit better with some of the message areas over others? Why is that?

Are there any types of image not covered on this board that you feel would have been a better fit with the kind of message areas we have been discussing?

5. Summing up

Can I ask if your thoughts about Scotland have changed at all as a result of everything we have talked about today? PROBE how and why?

Is there anything you have seen today that has made you more open to the specific idea of visiting / studying / doing business in Scotland? PROBE what and how?

Has anything you have seen today made you interested in Scotland in any other ways (e.g. if not doing business then maybe visiting)? PROBE what and how?

THANK YOU AND CLOSE

APPENDIX 1.2. STUDENTS

Introduction

Knowledge of Scotland

I'd like to start by exploring your perceptions of Scotland and how much you feel you know about Scotland as a country.

What images or phrases first come to mind when you think of Scotland? MODERATOR WRITE WORDS OR PHRASES ON FLIPCHART.

What do you know about Scotland? (Unprompted discussion then probe on the people, places, sport, politics, business, arts etc).

MODERATOR SHOW IMAGES OF DIFFERENT FLAGS: Which of these do you think is the Scottish flag? Where have you seen it before?

Have you ever travelled to Scotland? Reasons: probe on business, holidays, to study etc. What were your initial reactions?

In what ways do you think Scotland differs from other countries within the UK? Are you more or less attracted to Scotland than other parts of the UK? Why?

I now want to explore what you think are the characteristics and values of the people in Scotland.

What do you think the people in Scotland are like?

How would you describe a typical Scottish person?

WRITE CHARACTERISTICS ON A FLIPCHART AND EXPLORE EACH IN DETAIL.

IN PARTICULAR, FOCUS ON THE REASONS BEHIND WHY RESPONDENTS THINK THE SCOTS HAVE THESE CHARACTERISTICS.

ALSO PROBE WHAT MAY BE FALSE STEREOTYPES VERSUS REAL CHARACTERISTICS.

EXAMINE WHETHER ANY OF THESE CHARACTERISTICS CONFLICT WITH EACH OTHER.

PRIORITISE CHARACTERISTICS.

How do these characteristics compare with a typical person from Germany?

Do you think people in Germany views Scots people in the same way or differently from other Europeans? PROBE FOR SIMILARITIES AND DIFFERENCES.

I'm going to read out a list of attributes which may or may not apply to different countries. Please tell me to what extent you personally feel each attribute applies to Scotland as a country.

  • Culturally diverse
  • Free and open
  • Modern
  • Small but dynamic
  • Lots to see and do
  • Safe
  • Traditional
  • A good place to live
  • A good place to do business
  • A good place to study
  • A friendly place
  • A progressive society

Perception of Studying in Scotland

Why do some students consider doing part of their study in a different country?

What makes a great country to study in? UNPROMPTED AT FIRST. MODERATOR TO NOTE IF SPONTANEOUS RESPONSES ARE MORE ACADEMIC OR LIFESTYLE BASED. THEN PROBE:

  • COURSE CHOICE
  • ACADEMIC STANDARDS
  • QUALIFICATIONS GAINED AT END OF STUDY
  • AVAILABILITY OF COURSE PLACES
  • COST OF STUDY
  • COST OF LIVING
  • COST/DISTANCE OF TRAVEL FROM HOME
  • LIFESTYLE

Would you personally consider studying in a different country?

If so, which counties would you personally consider studying in?

Exercise

I'd like you to do a little exercise. Using these stickmen with speech bubbles, I'd like you to write down your thoughts about studying in Scotland. I would like you to consider how you feel about Scotland as a place to spend time living and studying.

DISCUSS EACH PERSON'S STICKMEN. MODERATOR TO LOOK OUT FOR LANGUAGE USED AND WHETHER IT IS EMOTIONAL OF FUNCTIONAL.

What have you heard about Scotland as a place to study?

Where did you hear this from?

Would you consider studying in Scotland yourself? Why / why not? PROBE FULLY.

- What makes Scotland attractive / unique as a place to study? PROBE academic and lifestyle angles.

- What makes Scotland unattractive as a place to study? PROBE academic and lifestyle angles.

When you're thinking about Scotland, are you thinking of it as being the same or different from the rest of the UK?

If Scotland was looking to market itself as a place for German students to spend time studying - what would need to be emphasised?

Are you aware of any initiatives to promote Scotland as a country in which to study?

If so, can you describe them? In what ways were they effective / not effective?

Where would you go to find information about studying in Scotland?

Is there anything else about studying in Scotland that you would like to mention?

Stimulus Materials

1. Breakout task

Break into three groups of two or three. Each group to be given some pictures brought-in by other attendees in their pre-task and by Ipsos MORI (including some internet images).

Each group to agree which three or four images represent Scotland in the area of relevance to their recruitment group i.e.:

  • a tourist destination
  • a place to study
  • a place to do business

MODERATOR TO PROBE FOR ANYTHING THAT RESPONDENTS FELT WAS MISSING FROM THE RANGE OF IMAGES AVAILABLE TO THEM.

Each group to briefly feed back on the images selected and the reasons for the selection.

MODERATOR TO NOTE THE KEY THEMES COMING OUT ON A FLIPCHART AND LOOK FOR BROAD CONSENSUS - NO IN-DEPTH PROBING REQUIRED.

2. Introduce message areas

MODERATOR TO EXPLAIN THE BACKGROUND TO THE MESSAGE PLATFORMS THEY ARE ABOUT TO SEE. SPECIFICALLY, THAT THEY ARE GOING TO BE SHOWN SOME DIFFERENT AREAS OF FOCUS FOR HOW SCOTLAND COULD TALK ABOUT ITSELF TO OTHER COUNTRIES. BE CLEAR THAT THESE ARE NOT SLOGANS, BUT SUBJECTS OR THEMES THAT COULD MANIFEST THEMSELVES IN SPEECHES, BROCHURES, WEB COPY, USING A RANGE OF DIFFERENT EXPRESSIONS AND PHRASING. EXPLAIN THAT WHILE WE ARE INTERESTED IN FEEDBACK ON THE LANGUAGE PUT IN FRONT OF THEM TODAY - IT'S MORE ABOUT HOW THEY FEEL ABOUT THEM AS TOPIC AREAS.

Break into three groups of two or three. Each group to be given the 4 message platforms and descriptions. Each group to agree which of the platform areas best and least represents Scotland (as a place to visit / study / do business - relevant to their recruitment group).

MODERATOR TO RE-CONVENE GROUP AND NOTE INITIAL FEEDBACK ON A FLIPCHART.

MODERATOR TO PRESENT MESSAGE BOARDS INDIVIDUALLY AND PROBE EACH IN MORE DETAIL.

What is this message area all about - what is it trying to say?

Do you feel that Scotland has the permission (or the right) to talk about this kind of theme?

Does this theme differentiate Scotland from other countries? PROBE WHY / WHY NOT AND TO WHAT EXTENT.

Could this message area be talking about any country other than Scotland?

Are there any possible downsides or misinterpretations that could be made around this theme?

Are there any other words or phrases that have come up in today's discussion that could be used to put across this kind of message area?

ONCE EACH PLATFORM BOARD HAS BEEN REVIEWED INDIVIDUALLY, MODERATOR TO SHOW ALL FOUR.

Thinking about yourself as a potential visitor to Scotland / student in Scotland / person doing business in Scotland - which of these message areas would make you most interested in finding out more about Scotland as a place to visit / study / do business? PROBE WHY.

Do the different message areas suggest different opportunities that you might get in Scotland as a visitor / student / business person - or do they all suggest broadly similar opportunities? PROBE.

3. Introduce supporting facts

MODERATOR TO INTRODUCE NEXT SECTION BY SAYING THAT IF SCOTLAND WAS TO FOCUS ON ONE OF THESE MESSAGE AREAS, THEN AT TIMES IT WOULD BE APPROPRIATE TO SUPPORT THAT THEME WITH SOME FACTS OR EXAMPLES. WE'RE NOW GOING TO THINK ABOUT WHAT KIND OF SUPPORTING FACTS MIGHT BE MOST RELEVANT AND MOTIVATING TO YOU.

Thinking about all four message areas, are there any supporting facts that you would be particularly interested to see if you were to be convinced that Scotland was an attractive place to visit / study / do business (as appropriate)?

I'm now going to show you some facts about Scotland, and there are slightly different ones to go with each of the message areas.

MODERATOR TO HAND OUT A SHEET OF PAPER WITH ONE MESSAGE AREA AT THE TOP AND 3-4 SUPPORTING FACTS WRITTEN BELOW. RESPONDENTS READ THE FACTS THEMSELVES.

Do these facts give additional weight and credibility to the message area?

Were there any that particularly surprised you? PROBE GOOD/BAD.

Having seen these supporting facts, do you feel this message area is more or less motivating to you than when you first saw it?

REPEAT WITH SHEETS FOR THE REMAINING THREE AREAS.

ONCE INDIVIDUAL DISCUSSION IS COMPLETE, MOVE TO MORE GENRAL DISCUSSION OF ALL THE FACTS.

Thinking about all the supporting facts that you've just seen, are there any that really stand out to you? Why?

Are there any facts that have changed the way you previously thought about Scotland? Why is that?

Now that you've seen all the message areas and all the supporting facts - which message area feels like it would be the most motivating to you as a potential visitor / student / business person in Scotland?

4. Introduce images

MODERATOR TO EXPLAIN PURPOSE OF NEXT SECTION.

The last thing I'd like you to do today is to have a look at some images that could sit alongside the kind of message areas and facts that we've been talking about. This could be in a brochure, an exhibition stand, or on a website.

I'm interested in two things, firstly which images you personally find most motivating as someone who might potentially visit / study / do business in Scotand.

Secondly, I'd like us to think about whether these images support each of the four different message areas equally, or if they feel like they have a more natural fit with some of the message areas rather than others.

MODERATOR WILL HAVE 1 X BOARD WITH AROUND 15 IMAGES ON. SHOW BOARD TO GROUP.

Are these the kind of images you would expect to see from Scotland or are they at all surprising?

On a personal level, are there any images that stand out to you here as particularly motivating / off-putting? Why is that?

Do these images fit better with some of the message areas over others? Why is that?

Are there any types of image not covered on this board that you feel would have been a better fit with the kind of message areas we have been discussing?

5. Summing up

Can I ask if your thoughts about Scotland have changed at all as a result of everything we have talked about today? PROBE how and why?

Is there anything you have seen today that has made you more open to the specific idea of visiting / studying / doing business in Scotland? PROBE what and how?

Has anything you have seen today made you interested in Scotland in any other ways (e.g. if not doing business then maybe visiting)? PROBE what and how?

THANK YOU AND CLOSE

APPENDIX 1.3. ACADEMICS

Introduction

Knowledge of Scotland

I'd like to start by exploring your perceptions of Scotland and how much you feel you know about Scotland as a country.

What images or phrases first come to mind when you think of Scotland? MODERATOR WRITE WORDS OR PHRASES ON FLIPCHART.

What do you know about Scotland? (Unprompted discussion then probe on the people, places, sport, politics, business, arts etc).

MODERATOR SHOW IMAGES OF DIFFERENT FLAGS: Which of these do you think is the Scottish flag? Where have you seen it before?

Have you ever travelled to Scotland? Reasons: probe on business, holidays, to study etc. What were your initial reactions?

In what ways do you think Scotland differs from other countries within the UK? Are you more or less attracted to Scotland than other parts of the UK? Why?

I now want to explore what you think are the characteristics and values of the people in Scotland.

What do you think the people in Scotland are like?

How would you describe a typical Scottish person?

WRITE CHARACTERISTICS ON A FLIPCHART AND EXPLORE EACH IN DETAIL.

IN PARTICULAR, FOCUS ON THE REASONS BEHIND WHY RESPONDENTS THINK THE SCOTS HAVE THESE CHARACTERISTICS.

ALSO PROBE WHAT MAY BE FALSE STEREOTYPES VERSUS REAL CHARACTERISTICS.

EXAMINE WHETHER ANY OF THESE CHARACTERISTICS CONFLICT WITH EACH OTHER.

PRIORITISE CHARACTERISTICS.

How do these characteristics compare with a typical person from Germany?

Do you think people in Germany views Scots people in the same way or differently from other Europeans? PROBE FOR SIMILARITIES AND DIFFERENCES.

I'm going to read out a list of attributes which may or may not apply to different countries. Please tell me to what extent you personally feel each attribute applies to Scotland as a country.

  • Culturally diverse
  • Free and open
  • Modern
  • Small but dynamic
  • Lots to see and do
  • Safe
  • Traditional
  • A good place to live
  • A good place to do business
  • A good place to study
  • A friendly place
  • A progressive society

Perception of Studying in Scotland

What proportion of your students choose to go overseas as part of their study? Does this vary by subject?

Do you ever make recommendations to students about which countries they might want to consider studying in?

If so, what are your priorities for recommending a country to study in?

In general, which countries are students most interested in studying overseas?

Which considerations would you say are most important to students in choosing an overseas study destination?

How much would you say you know about Scotland as a place to study?

What would you say are the specific strengths of Scotland as a place to study? What would you say are the specific weaknesses of Scotland as a place to study? PROBE FULLY. EXPLORE ANY PERCEIVED USPs.

How would you rate the standard of HE/ FE courses in Scotland?

What subjects are seen to be particularly strong?

What subjects are seen to be weaker?

What are the key aspects that should be included in promoting education within Scotland?

Are you aware of any specific initiatives / marketing campaigns to attract students to Scotland? If so, can you describe them?

Is there anything else about Scottish education you would like to mention?

Stimulus Materials

1. Breakout task

Break into three groups of two or three. Each group to be given some pictures brought-in by other attendees in their pre-task and by Ipsos MORI (including some internet images).

Each group to agree which three or four images represent Scotland in the area of relevance to their recruitment group i.e.:

  • a tourist destination
  • a place to study
  • a place to do business

MODERATOR TO PROBE FOR ANYTHING THAT RESPONDENTS FELT WAS MISSING FROM THE RANGE OF IMAGES AVAILABLE TO THEM.

Each group to briefly feed back on the images selected and the reasons for the selection.

MODERATOR TO NOTE THE KEY THEMES COMING OUT ON A FLIPCHART AND LOOK FOR BROAD CONSENSUS - NO IN-DEPTH PROBING REQUIRED.

2. Introduce message areas

MODERATOR TO EXPLAIN THE BACKGROUND TO THE MESSAGE PLATFORMS THEY ARE ABOUT TO SEE. SPECIFICALLY, THAT THEY ARE GOING TO BE SHOWN SOME DIFFERENT AREAS OF FOCUS FOR HOW SCOTLAND COULD TALK ABOUT ITSELF TO OTHER COUNTRIES. BE CLEAR THAT THESE ARE NOT SLOGANS, BUT SUBJECTS OR THEMES THAT COULD MANIFEST THEMSELVES IN SPEECHES, BROCHURES, WEB COPY, USING A RANGE OF DIFFERENT EXPRESSIONS AND PHRASING. EXPLAIN THAT WHILE WE ARE INTERESTED IN FEEDBACK ON THE LANGUAGE PUT IN FRONT OF THEM TODAY - IT'S MORE ABOUT HOW THEY FEEL ABOUT THEM AS TOPIC AREAS.

Break into three groups of two or three. Each group to be given the 4 message platforms and descriptions. Each group to agree which of the platform areas best and least represents Scotland (as a place to visit / study / do business - relevant to their recruitment group).

MODERATOR TO RE-CONVENE GROUP AND NOTE INITIAL FEEDBACK ON A FLIPCHART.

MODERATOR TO PRESENT MESSAGE BOARDS INDIVIDUALLY AND PROBE EACH IN MORE DETAIL.

What is this message area all about - what is it trying to say?

Do you feel that Scotland has the permission (or the right) to talk about this kind of theme?

Does this theme differentiate Scotland from other countries? PROBE WHY / WHY NOT AND TO WHAT EXTENT.

Could this message area be talking about any country other than Scotland?

Are there any possible downsides or misinterpretations that could be made around this theme?

Are there any other words or phrases that have come up in today's discussion that could be used to put across this kind of message area?

ONCE EACH PLATFORM BOARD HAS BEEN REVIEWED INDIVIDUALLY, MODERATOR TO SHOW ALL FOUR.

Thinking about yourself as a potential visitor to Scotland / student in Scotland / person doing business in Scotland - which of these message areas would make you most interested in finding out more about Scotland as a place to visit / study / do business? PROBE WHY.

Do the different message areas suggest different opportunities that you might get in Scotland as a visitor / student / business person - or do they all suggest broadly similar opportunities? PROBE.

3. Introduce supporting facts

MODERATOR TO INTRODUCE NEXT SECTION BY SAYING THAT IF SCOTLAND WAS TO FOCUS ON ONE OF THESE MESSAGE AREAS, THEN AT TIMES IT WOULD BE APPROPRIATE TO SUPPORT THAT THEME WITH SOME FACTS OR EXAMPLES. WE'RE NOW GOING TO THINK ABOUT WHAT KIND OF SUPPORTING FACTS MIGHT BE MOST RELEVANT AND MOTIVATING TO YOU.

Thinking about all four message areas, are there any supporting facts that you would be particularly interested to see if you were to be convinced that Scotland was an attractive place to visit / study / do business (as appropriate)?

I'm now going to show you some facts about Scotland, and there are slightly different ones to go with each of the message areas.

MODERATOR TO HAND OUT A SHEET OF PAPER WITH ONE MESSAGE AREA AT THE TOP AND 3-4 SUPPORTING FACTS WRITTEN BELOW. RESPONDENTS READ THE FACTS THEMSELVES.

Do these facts give additional weight and credibility to the message area?

Were there any that particularly surprised you? PROBE GOOD/BAD.

Having seen these supporting facts, do you feel this message area is more or less motivating to you than when you first saw it?

REPEAT WITH SHEETS FOR THE REMAINING THREE AREAS.

ONCE INDIVIDUAL DISCUSSION IS COMPLETE, MOVE TO MORE GENRAL DISCUSSION OF ALL THE FACTS.

Thinking about all the supporting facts that you've just seen, are there any that really stand out to you? Why?

Are there any facts that have changed the way you previously thought about Scotland? Why is that?

Now that you've seen all the message areas and all the supporting facts - which message area feels like it would be the most motivating to you as a potential visitor / student / business person in Scotland?

4. Introduce images

MODERATOR TO EXPLAIN PURPOSE OF NEXT SECTION.

The last thing I'd like you to do today is to have a look at some images that could sit alongside the kind of message areas and facts that we've been talking about. This could be in a brochure, an exhibition stand, or on a website.

I'm interested in two things, firstly which images you personally find most motivating as someone who might potentially visit / study / do business in Scotand.

Secondly, I'd like us to think about whether these images support each of the four different message areas equally, or if they feel like they have a more natural fit with some of the message areas rather than others.

MODERATOR WILL HAVE 1 X BOARD WITH AROUND 15 IMAGES ON. SHOW BOARD TO GROUP.

Are these the kind of images you would expect to see from Scotland or are they at all surprising?

On a personal level, are there any images that stand out to you here as particularly motivating / off-putting? Why is that?

Do these images fit better with some of the message areas over others? Why is that?

Are there any types of image not covered on this board that you feel would have been a better fit with the kind of message areas we have been discussing?

5. Summing up

Can I ask if your thoughts about Scotland have changed at all as a result of everything we have talked about today? PROBE how and why?

Is there anything you have seen today that has made you more open to the specific idea of visiting / studying / doing business in Scotland? PROBE what and how?

Has anything you have seen today made you interested in Scotland in any other ways (e.g. if not doing business then maybe visiting)? PROBE what and how?

THANK YOU AND CLOSE

APPENDIX 1.4. BUSINESS PEOPLE

Introduction

Knowledge of Scotland

I'd like to start by exploring your perceptions of Scotland and how much you feel you know about Scotland as a country.

What images or phrases first come to mind when you think of Scotland?

What do you know about Scotland? (Unprompted discussion then probe on the people, places, sport, politics, business, arts etc).

MODERATOR SHOW IMAGES OF DIFFERENT FLAGS: Which of these do you think is the Scottish flag? Where have you seen it before?

Have you ever travelled to Scotland? Reasons: probe on business, holidays, to study etc. What were your initial reactions?

In what ways do you think Scotland differs from other countries within the UK? Are you more or less attracted to Scotland than other parts of the UK? Why?

I now want to explore what you think are the characteristics and values of the people in Scotland.

What do you think the people in Scotland are like?

How would you describe a typical Scottish person?

WRITE CHARACTERISTICS DOWN AND EXPLORE EACH IN DETAIL.

IN PARTICULAR, FOCUS ON THE REASONS BEHIND WHY RESPONDENTS THINK THE SCOTS HAVE THESE CHARACTERISTICS.

ALSO PROBE WHAT MAY BE FALSE STEREOTYPES VERSUS REAL CHARACTERISTICS.

EXAMINE WHETHER ANY OF THESE CHARACTERISTICS CONFLICT WITH EACH OTHER.

PRIORITISE CHARACTERISTICS.

How do these characteristics compare with a typical person from Germany?

Do you think people in Germany views Scots people in the same way or differently from other Europeans? PROBE FOR SIMILARITIES AND DIFFERENCES.

I'm going to read out a list of attributes which may or may not apply to different countries. Please tell me to what extent you personally feel each attribute applies to Scotland as a country.

  • Culturally diverse
  • Free and open
  • Modern
  • Small but dynamic
  • Lots to see and do
  • Safe
  • Traditional
  • A good place to live
  • A good place to do business
  • A good place to study
  • A friendly place
  • A progressive society

Perception of Doing Business in Scotland

MODERATOR TO EXPLAIN UPFRONT THAT WE ARE GOING TO TALK IN SOME MORE DETAIL ABOUT DOING BUSINESS. THERE WILL BE AN EMPHASIS ON DOING BUSINESS IN SCOTLAND - EITHER TRADING WITH SCOTLAND OR OPERATING IN SCOTLAND OR HOLDING CONFERENCES IN SCOTLAND.

In which countries does your business operate internationally?

What are your key considerations in choosing a country outside of Germany in which to do business (trade with or operate in) or to hold a business conference? PROBE COMMERCIAL AND LIFESTYLE FACTORS.

IN THE GROUPS WHERE PEOPLE ALREADY DO SOME BUSINESS WITH SCOTLAND: I understand you have had some business dealings with Scotland, what attracted you to Scotland as a country to business in?

IN THE GROUPS WHERE PEOPLE HAVE NOT YET (BUT COULD) DO BUSINESS WITH SCOTLAND: Would you consider doing business in Scotland? Why / why not? PROBE FULLY INCLUDING TRADING, OPERATING AND HOLDING CONFERENCES.

What makes Scotland attractive as a potential country in which to do business? How unique to Scotland are these attractive qualities? PROBE: MARKET OPPORTUNITIES, COSTS, DISTANCE, WORKFORCE, CULTURAL FIT, LANGUAGE.

What things about Scotland might put you off from doing business in that country? How unique to Scotland are these negative qualities? PROBE: MARKET OPPORTUNITIES, COSTS, DISTANCE, WORKFORCE, CULTURAL FIT, LANGUAGE.

If Scotland wanted to market itself in Germany as a good country with which to do business, what qualities should it emphasize?

IN THE GROUPS WHERE PEOPLE ALREADY DO SOME BUSINESS WITH SCOTLAND: What, if any, sources of information about Scotland did you use to help with the decision and process of doing business with Scotland? In what ways were they useful / not useful?

IN THE GROUPS WHERE PEOPLE HAVE NOT YET (BUT COULD) DO BUSINESS WITH SCOTLAND: Where would you go for information about doing business in or with Scotland?

Is there anything else you would like to say about the idea of doing business in Scotland?

Stimulus Materials

1. Task

Respondent to be given some pictures by Ipsos MORI (including some internet images). These are to be discussed in conjunction with those images/associations/notes made by respondent as pre-task.

Respondent to agree which three or four images represent Scotland in the area of

  • a place to do business

MODERATOR TO PROBE FOR ANYTHING THAT RESPONDENT FEELS WAS MISSING FROM THE RANGE OF IMAGES AVAILABLE TO THEM.

Respondent to briefly feed back on the images selected and the reasons for the selection.

MODERATOR TO NOTE THE KEY THEMES COMING OUT AND LOOK FOR BROAD CONSENSUS - NO IN-DEPTH PROBING REQUIRED.

2. Introduce message areas

MODERATOR TO EXPLAIN THE BACKGROUND TO THE MESSAGE PLATFORMS THEY ARE ABOUT TO SEE. SPECIFICALLY, THAT THEY ARE GOING TO BE SHOWN SOME DIFFERENT AREAS OF FOCUS FOR HOW SCOTLAND COULD TALK ABOUT ITSELF TO OTHER COUNTRIES. BE CLEAR THAT THESE ARE NOT SLOGANS, BUT SUBJECTS OR THEMES THAT COULD MANIFEST THEMSELVES IN SPEECHES, BROCHURES, WEB COPY, USING A RANGE OF DIFFERENT EXPRESSIONS AND PHRASING. EXPLAIN THAT WHILE WE ARE INTERESTED IN FEEDBACK ON THE LANGUAGE PUT IN FRONT OF THEM TODAY - IT'S MORE ABOUT HOW THEY FEEL ABOUT THEM AS TOPIC AREAS.

Each respondent to be given the 4 message platforms and descriptions. Each respondent to agree which of the platform areas best and least represents Scotland (as a place to visit / study / do business - relevant to their recruitment group).

MODERATOR TO PRESENT MESSAGE BOARDS INDIVIDUALLY AND PROBE EACH IN MORE DETAIL.

What is this message area all about - what is it trying to say?

Do you feel that Scotland has the permission (or the right) to talk about this kind of theme?

Does this theme differentiate Scotland from other countries? PROBE WHY / WHY NOT AND TO WHAT EXTENT.

Could this message area be talking about any country other than Scotland?

Are there any possible downsides or misinterpretations that could be made around this theme?

Are there any other words or phrases that have come up in today's discussion that could be used to put across this kind of message area?

ONCE EACH PLATFORM BOARD HAS BEEN REVIEWED INDIVIDUALLY, MODERATOR TO SHOW ALL FOUR.

Thinking about yourself as a potential visitor to Scotland / student in Scotland / person doing business in Scotland - which of these message areas would make you most interested in finding out more about Scotland as a place to visit / study / do business? PROBE WHY.

Do the different message areas suggest different opportunities that you might get in Scotland as a visitor / student / business person - or do they all suggest broadly similar opportunities? PROBE.

3. Introduce supporting facts

MODERATOR TO INTRODUCE NEXT SECTION BY SAYING THAT IF SCOTLAND WAS TO FOCUS ON ONE OF THESE MESSAGE AREAS, THEN AT TIMES IT WOULD BE APPROPRIATE TO SUPPORT THAT THEME WITH SOME FACTS OR EXAMPLES. WE'RE NOW GOING TO THINK ABOUT WHAT KIND OF SUPPORTING FACTS MIGHT BE MOST RELEVANT AND MOTIVATING TO YOU.

Thinking about all four message areas, are there any supporting facts that you would be particularly interested to see if you were to be convinced that Scotland was an attractive place to visit / study / do business (as appropriate)?

I'm now going to show you some facts about Scotland, and there are slightly different ones to go with each of the message areas.

MODERATOR TO HAND OUT A SHEET OF PAPER WITH ONE MESSAGE AREA AT THE TOP AND 3-4 SUPPORTING FACTS WRITTEN BELOW. RESPONDENTS READ THE FACTS THEMSELVES.

Do these facts give additional weight and credibility to the message area?

Were there any that particularly surprised you? PROBE GOOD/BAD.

Having seen these supporting facts, do you feel this message area is more or less motivating to you than when you first saw it?

REPEAT WITH SHEETS FOR THE REMAINING THREE AREAS.

ONCE INDIVIDUAL DISCUSSION IS COMPLETE, MOVE TO MORE GENRAL DISCUSSION OF ALL THE FACTS.

Thinking about all the supporting facts that you've just seen, are there any that really stand out to you? Why?

Are there any facts that have changed the way you previously thought about Scotland? Why is that?

Now that you've seen all the message areas and all the supporting facts - which message area feels like it would be the most motivating to you as a potential visitor / student / business person in Scotland?

4. Introduce images

MODERATOR TO EXPLAIN PURPOSE OF NEXT SECTION.

The last thing I'd like you to do today is to have a look at some images that could sit alongside the kind of message areas and facts that we've been talking about. This could be in a brochure, an exhibition stand, or on a website.

I'm interested in two things, firstly which images you personally find most motivating as someone who might potentially visit / study / do business in Scotland.

Secondly, I'd like us to think about whether these images support each of the four different message areas equally, or if they feel like they have a more natural fit with some of the message areas rather than others.

MODERATOR WILL HAVE 1 X BOARD WITH AROUND 15 IMAGES ON. SHOW BOARD TO RESPONDENT.

Are these the kind of images you would expect to see from Scotland or are they at all surprising?

On a personal level, are there any images that stand out to you here as particularly motivating / off-putting? Why is that?

Do these images fit better with some of the message areas over others? Why is that?

Are there any types of image not covered on this board that you feel would have been a better fit with the kind of message areas we have been discussing?

5. Summing up

Can I ask if your thoughts about Scotland have changed at all as a result of everything we have talked about today? PROBE how and why?

Is there anything you have seen today that has made you more open to the specific idea of visiting / studying / doing business in Scotland? PROBE what and how?

Has anything you have seen today made you interested in Scotland in any other ways (e.g. if not doing business then maybe visiting)? PROBE what and how?

THANK YOU AND CLOSE

Page updated: Wednesday, September 12, 2007