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Communications materials
2.1 Three specific types of communication materials were investigated in the research. These included overarching themes, supporting facts and images.
2.1 Initially four overarching themes, that were the same for all of the research audiences, were shown to respondents. Each one consisted of a central idea supported by explanatory text. They included:
- The idea of Scotland as a country that is going from strength to strength
Scotland has a uniquely rich past but also much contemporary strength. This powerful combination means it continues to stand proud in the 21 st century.
- The idea of Scotland being a country without limits
Scotland is open to the world: it is connected, outward looking and eager to engage with the global community. Scotland offers an unlimited range of outstanding and exciting possibilities.
- The idea of Scotland as a nation of ideas, innovation and progress
Scotland is an enlightened nation, populated by people who have changed and continue to change the world with their innovative and remarkable ideas. Scotland is a country that continues to be at the forefront of global inspiration and progress.
- The idea of Scotland being the best small country in the world
Although Scotland may be a small country in geographic and population terms, it is 'big' in terms of the influence it has had and continues to have in the world today and 'big' in terms of the inspiring and stimulating opportunities it has to offer people from overseas.
2.3 Following discussion of the overarching themes, supporting facts were shown to respondents. These were tailored to different audiences including business people, visitors and one which was tailored towards both academics and students. Similarly, three sheets containing around 20 photographic images of aspects of Scotland were shown; each one was put together with the different audiences in mind, with the same one used in discussion with students and academics. The supporting facts are included in Appendix 2 (Stimulus Materials).
2.4 This chapter will briefly explore knowledge and perceptions of Scotland before moving on to consider the themes, facts and images. Finally some ideas provided by respondents for future communication are highlighted and conclusions emerging from the research are set out. When reading this chapter, it is important to bear in mind that respondents had all heard of Scotland and had an interest in increased overseas contact in the future (e.g. through studying/encouraging study, visiting or doing business with). They were not necessarily interested in increased contact with Scotland in particular.
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