| SOURCE: Scotland's performance on the Nation Brands Index in 2016 is summarised in a publication available on the Scottish Government website: http://www.gov.scot/Publications/2017/02/4401 Twenty countries are selected for the survey of the NBI study, representing major developed and developing countries that play important and diverse roles in international relations, trade and the flow of business, cultural, and tourism activities. The data reflects the views and opinions of online populations in these 20 countries; citizens who are connected to the world. Scotland was included as a 21st panel country in 2016 to enable analysis of how Scotland views itself. To maintain consistency, the core 20 panel countries in 2008, 2009, 2010, 2012 and 2016 were: - Western Europe/North America: the U.S., Canada, the UK, Germany, France, Italy, Sweden
- Central and Eastern Europe: Russia, Poland, Turkey
- Asia-Pacific: Japan, China, India, South Korea, Australia
- Latin America: Argentina, Brazil, Mexico
- Middle East/Africa: Egypt, South Africa
In each country, a minimum of 1,000 adults who are internet users are interviewed. Pre-recruited online panels are utilized for the study. Based on the most up-to-date online population statistics in each country, the outgoing sample in each country is stratified by four sample cells: males 18-34 and 35+, and females 18-34 and 35+. For each cell, random sample replicates are drawn and invitations are sent out to respondents to participate in the survey. Using the most up-to-date online population parameters, the achieved sample in each country has been weighted to reflect key demographic characteristics such as age, gender, and education of the online. Additionally, in the United States, the United Kingdom, South Africa, India and Brazil, race/ethnicity has been used for sample balancing. Using a survey questionnaire in each panel country, the list of 50 nations is randomly assigned to respondents (except in Egypt), each of whom rates 25 nations, resulting in each nation getting approximately 500 ratings per panel country. The data gathered through the global panels are processed and analysed by GfK-Roper using the NBI analytical model, which is the intellectual property of Simon Anholt and GfK-Roper. The Anholt GfK-Roper Nation Brands Index as developed by Simon Anholt. The Anholt-GfK Roper Nation Brands Index and Nation Brands Hexagon are trademarks and copyrights of Simon Anholt and GfK Roper. |
| BASELINE AND PAST TRENDS: The 2008 data is the baseline for this indicator at which point Scotland received 60.2% The NBI was originally run as a quarterly survey by the contractors GMI. Scotland commissioned an NBI survey in Q4 2007 and this data was used as a proxy for the launch of Scotland Performs in 2008. The 2007 and 2008 data are not comparable due to the expanded coverage, new sample distribution control, questionnaire design and NBI formula for scoring. Trend comparisons can only be made therefore of the 2008 NBI with future waves. Since 2008, the contractor (GfK) aims to maintain the methodology is comparable in terms of core questionnaire content, sample design, sampling techniques, and fieldwork procedures. Countries included in the sample vary slightly from year to year. Anholt GfK-Roper Nation Brands Index (NBI): | 2008 | 2009 | 2010 | 2011 | 2012 | 2013 | 2014 | 2016 | | 60.2% | 60.0% | 59.7% | N/A | 60.1% | N/A | 61.8% | 62.2% | |