Introduction
1.1 The Scottish Executive has developed an International Strategy which aims to promote Scotland and Scottish devolved policy interests internationally. The strategy provides a broad framework to guide the work of the Scottish Executive, its agencies and NDPBs on international issues and to bring together international work already set out in existing documents such as the Global Connections Strategy, A Framework for Higher Education in Scotland and the Tourism Framework for Action 2002-2005. It should be noted that since this research was commissioned a new Scottish government has been formed, which means that the report reflects commitments and strategic objectives conceived under the previous administration. The strategies, objectives and commitments referred to in this report should not therefore be treated as current Scottish Government policy.
1.2 The International Strategy acts as a broad foundation document and a series of companion documents have been produced, including strategies for three countries, Germany, China and the USA. Their purpose is to guide Scotland's engagement with these countries; improve co-ordination of activities undertaken by government and others; encourage collaboration and add focus and momentum to Scotland's efforts in those countries.
1.3 The development of the strategy for Scotland's stronger engagement with the USA (referred to throughout this report as the USA Strategy) reflects the continued economic, political, cultural and scientific importance of the country over the coming decades. The strategy focuses on opportunities within 7 States: California, Georgia, Illinois, Massachusetts, New York, North Carolina and Texas and, additionally the Washington DC metropolitan area. This regional prioritisation is designed to make best use of Scotland's limited resources, although it does not preclude activity in other regions as opportunities arise.
1.4 Appropriate data already exists that will enable progress against most of the targets to be monitored. The Scottish Executive commissioned TNS System Three to conduct a research project to provide additional information where gaps in the existing evidence base were identified. An initial desk-based review determined that new research was required to establish baseline data, for future progress monitoring, for objectives 1 and 2 of the USA Strategy. Research was also required to investigate decision-making among key target groups, specifically businesses, students and their academic advisers. While carrying out the research among the different groups of interest, the opportunity was taken to investigate suitable communications for use in promoting Scotland in the future.
1.5 As part of the overall research project, separate qualitative elements were conducted including group discussions among the general public and students and depth interviews involving academics and business people.
1.6 The various qualitative elements explored knowledge and perceptions of Scotland; potential communication messages and decision making in relation to travelling, studying or doing business overseas. This report outlines knowledge and awareness of Scotland and reactions to communication materials.