As part of the Scottish Government’s wider International Strategy, Ipsos MORI was commissioned to undertake research to support the Germany Strategy. The objective of this research was to provide a greater understanding of the perceptions of Germany among key groups in Scotland, and similarly, to evaluate the knowledge and perceptions among German people in relation to Scotland. Furthermore, the research also assessed the extent to which Germans currently engage with Scotland and the likelihood of doing so in the future. In this context, engage means a range of things – emigration, establish temporary residence for study or research, enter into trading contracts, and visit as tourists, and to gain a greater knowledge of Scotland and enjoy some aspects of Scottish culture.

Technical details

The research used a mixed methods approach which consisted of: a survey of young people in Scotland; a survey of the German general public; focus groups with German tourists, academics and postgraduate students; and depth interviews with German business people.

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