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Overarching themes
4.1 The four themes were designed to be used in communications and promotions about Scotland. They were not necessarily designed to be used as strap lines, more to convey an idea about the country.
4.2 The themes were presented together to the groups and individuals who were asked to read them all and then discuss each in turn. Respondents' reactions are considered here.
Strength to Strength
4.3 The first theme, the idea of Scotland as a country that is going from strength to strength was the weakest theme presented in terms of motivating and engaging the various audiences.
4.4 The general public focus groups responded to aspects of the theme, but for different reasons. The older group, based in California, liked the theme because it communicated the past strengths and glories of Scotland linking to the country's history. The younger group saw the strength of the Scottish character reflected in the theme: hearty, strong and proud.
"My opinion of the Scottish people is strong, hardy, proud of where they're from, so that to me kind of picks up on that, that makes sense. I can line that sentence up with what I know about Scotland."
General public focus group (New York)
4.5 Other groups, academics, students and business people did not respond positively to the theme. For many among these groups the message was vague and intangible.
"Strength to strength… what, what are you talking about? The strength of what? We're teenagers; it needs to be short and to the point. It needs to grab."
Student focus group (Dallas)
4.6 Academics felt the theme was itself not strong enough to engage potential students and this was echoed by students themselves.
"It is just saying we have a great past and we are looking forward to a great future but what is there to say about we are connected with society. We have good study programs."
Student focus group (Washington DC)
4.7 The emphasis on past strengths was most noticeable and most off-putting. Students felt it reflected a backward looking, old-fashioned Scotland. Business people argued that the theme focused on past strengths and a historic nation, rather than recent notable achievements in business.
"I believe that it has a rich past but we are looking at history, we are looking at culture, we are looking at wars of the past, but I am not thinking business. When I see going from strength to strength, strength from what? I don't think of Scotland, I don't think strength from a business perspective."
Business interview (Finance, New York)
A Country without Limits
4.8 The second theme, the idea of Scotland being a country without limits, was the most appealing theme across groups. This was because individuals were able to internalise it and so respond to it on an emotional level. Respondents were enticed by it and left wanting to know more. It hinted at the possibility for adventure and self discovery.
"(It) caught my attention because it is without limits and is connected outwardly. I think that is very catchy. It asks me to find out more."
Academic interview (Teacher, New York)
4.9 The text supporting the theme was particularly appealing. Indeed, the description seemed to be essential to capture the intent of the theme, which standalone may have felt vague or obtuse.
"(An) outward looking, connected, global community is good."
Business interview (Energy, California)
4.10 A strong positive was that it was seen to position Scotland as open and welcoming to US citizens. The fear of being disliked or even threatened by other countries because of their nationality was highlighted by student groups.
"(It says) this is a progressive nation and we are looking towards the future. It seems like a nice place to go to, and it seems like eager to engage with the global community so it is that inter-connectiveness that kind of makes it sound friendly."
Student focus group (Washington DC)
4.11 Generally, most respondents had a strong concern for personal safety. Clearly, many US citizens feel insecure and threatened post 9/11, so a welcoming, safe and non-hostile environment is very important. Older people felt they might not be welcomed everywhere because of the war on terror. Younger people, including students, expressed a fear of being a terrorist target.
4.12 At the same time, the theme hinted the possibility for adventure and self-discovery.
"Openness. It is neutral. It is positive. We are open to the world… makes you want to say okay, what are these unlimited and outstanding possibilities?"
Academic interview (Study abroad adviser, New York)
4.13 The supporting text captured the intent of the theme; words like open, exciting, connected and unlimited particularly appealed. Students and the general public focus group participants imagined exploring the rural landscapes, enjoying outdoor activities.
4.14 For a number of respondents, the attraction came from the combination of a welcoming place (equated to safe), with the possibility of adventure. Such adventures, though exciting, would take place in familiar, welcoming surroundings. For example academics recognised that the theme would appeal to young adventure-seeking students as it promised adventure, but in a safe environment.
4.15 Business interviewees responded particularly positively to the outward looking, global connectivity, and willingness to work and trade with other countries.
"To me the without limits really applies to American companies because there's no language issues and Atlanta is not the only place that has very good connections to Scotland's airlines."
Business interview (Engineering, Atlanta)
4.16 In common with other groups, business people also highlighted the importance of the country with which they conducted business not being hostile towards US citizens.
A Nation of Ideas, Innovation and Progress
4.17 The third theme, the idea of Scotland as a nation of ideas, innovation and progress generated the most polarised views. Academics and business respondents were generally more interested in this theme and felt it had some appeal. The idea of a progressive, innovative society was of particular interest to business people as it was seen to infer economic growth and expertise.
"It talks about enlightened and innovation and progress being engineering and technical those kinds of words kind of mesh where we are and where we want to go. More so I think just hits closer to our particular industry."
Business interview (Engineering, Atlanta)
4.18 Although academics could see the possibility it might appeal, many suggested that 19 year old students probably would not be convinced by this theme on its own. Linking it to the 'without limits' theme was seen to be one way of increasing its appeal to students.
4.19 At least one academic expressed scepticism about the claims of Scotland being at the forefront of global inspiration and progress.
"Scotland could be at the forefront of global inspiration and progress… how come we are not aware? I don't even think I have seen Scotland on a category on Jeopardy. If you are so great, then how come we don't know what is going on?"
Academic interview (Study abroad adviser, New York)
4.20 This scepticism was echoed in both the student and general public focus groups in the main because of the lack of awareness of Scotland's contributions.
"I'm going to go home and check my facts about Scotland because I mean it just doesn't fit. I think of grassy hills and cute little cottages."
Student focus group (California)
4.21 The theme did not appeal as it was too demanding in two ways; it presumed detailed knowledge, which many individuals did not have and it required a large leap of imagination from current perceptions. Respondents did not associate modern, inventive Scotland with their image of a rural 'Braveheart' Scotland.
"The idea of Scotland as a nation of ideas, innovation and progress is like, they're like farmers."
General public focus group (New York)
4.22 As a stand-alone theme, respondents felt that this was a marketing ploy to attract businesses, rather than a credible platform with which to attract visitors or students.
The Best Small Country in the World
4.23 The final theme, the idea of Scotland being the best small country in the world was considered by many to sound excessively competitive as a way of compensating for a lack of real stature.
"It is almost like saying this car is tiny but you can get a lot of miles. It doesn't give me a position of self-respect. It is just not offering self-assurance."
Academic interview (Teacher, New York)
4.24 The accompanying text which identified that it was small in size but big in other ways in particular was seen to display this idea of overcompensation.
"The two 'bigs' in it kind of makes it look like they're trying too hard to be bigger than they are."
Student focus group (Boston)
4.25 The theme did have some appeal. For example it appealed to a small number of academics, who felt that students from small towns in America may like the idea of going abroad to a similarly sized community.
"I think that there are students out there that don't want to be in London, who don't want to be where it is big, who want to be able to have a smaller experience. There are lots of kids from small towns all over the U.S. who don't want to be in urban environments."
Academic interview (Study abroad adviser, Atlanta)
4.26 It also appealed to older focus group respondents, who were attracted to the idea of visiting a small, un-complicated, un-crowded and peaceful place - with less traffic and noise.
4.27 The other audiences, students, younger members of the general public, and business people did not respond positively to the theme. For students, small was not something worthy of highlighting. The idea of small was not considered as a strength, for example a place that is nimble or flexible, but to many it was associated with weakness, such as in the phrase 'small town America'.
"I think of small towns in Texas. They all say, oh, it's the best small town. And usually those are the towns you drive through, get gas and keep going."
General public focus group (New York)
4.28 The self-pronouncement of 'best' was also off putting as it was seen as unsubstantiated boasting.
"I'm always real cautious about best as an absolute statement… You could almost be separating yourself from the people you're trying to engage by saying we're the best so anybody else who wants to come here, you're not going to be as good as us."
Business interview (Engineering, Atlanta)
4.29 Respondents were suspicious of the accompanying text as it was seen to be trying too hard to accentuate the positive, and so suspected of tricking respondents into ignoring the negative.
4.20 The majority of the business respondents did not engage at all with the theme. They said they did not feel well placed to comment, as their knowledge of the country was so limited. However, those who did comment on this theme were of the opinion that being small equated to vulnerability, which was not attractive in business. They also considered it suggested a potentially limited, insular approach and so was not motivating in terms of business opportunities.
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