Knowledge and perceptions
3.1 Initially students and respondents in the general public focus groups were asked to identify images that typified Scotland. Images selected in the groups largely featured rolling hills, golf, tartan, sheep and countryside. When pressed to explore perceptions, the respondents spoke of the Scottish character, Scottish stereotypes and discussed how their perceptions were formed.
3.2 Scots were seen as hearty, traditional, family orientated, fighting and principled people. 'Braveheart' was pretty much key to shaping this opinion across student groups and the younger general public, as was Groundskeeper Willy from the Simpsons. This latter character was identified as personifying the Scottish temperament by some participants. Craig Ferguson, a Scot who hosts the Late Show was also mentioned by younger participants in particular.
3.3 Older people tended to have a wider understanding which included 'Braveheart' but it was also drawn from other places such as the history channel. Those that had visited spoke of the friendly people and incredible scenery, the golf courses and the castles.
3.4 Some drew attention to the similarities between Scotland and Ireland, both in terms of the country and the people, though respondents could recognise differences when pressed. For example they variously identified icons such as the Loch Ness monster and Sean Connery as Scottish, and associated sheep more closely with Scotland than Ireland.
3.5 While participants were able to identify the stereotypical images, actual awareness and knowledge of Scotland as a country beyond those images was extremely low across all respondent groups.
3.6 Student groups were unfamiliar with Scotland. The majority identified Scotland as a rural country of farms and sheep. It was seen as backward and old fashioned and some questioned, for example, whether the internet had reached Scotland. Many could not name one Scottish city, and were unsure of its location in relation to other European countries. In general it was 'off people's radar'.
3.7 Knowledge of Scotland among the general public was mixed. They mentioned the rural landscape and history which had strong appeal, but still referred to this 'backward' lifestyle, suspecting no modern technology such as computers and microwaves in the home.
3.8 Business people had little awareness of Scotland as a place of business. When they had heard about it, it was as a holiday destination. A number had relatives that travelled there as part of a European vacation. One business person had travelled to Scotland, though for reasons other than business. Academic respondents had greater awareness of Scotland and its culture than most other groups, but despite this few had direct links to Scottish institutions.
3.9 Perhaps because of the stereotypical image, across all groups there was low engagement with the concept of choosing to study in/do business with Scotland. At the same time, in spite of these images and stereotypes there was interest in visiting Scotland, particularly among older people, academics and business people. The perception of Scotland as a historic and scenic land untouched by modern technology, with people who were fun and sociable had a strong appeal for a number of participants.