The Anholt Nation Brands Index®: 2024 Report For Scotland Methodology Report

Footnotes

1. The survey examined the reputation of 50 countries until 2020. In 2021, 10 new countries were added bringing the total up to 60. In 2024, Anholt & Co made the decision to revert to 50 countries, based on customer feedback that additional 10 countries did not add value.

2. The total sample size used to be 20,000 until 2020, and was expanded to 60,000 in 2021. In 2024 it was reduced to 38,000.

3. Scottish Government - National Performance Framework

4. Scotland is included in the United Kingdom online sample and therefore contributes and benefits from the United Kingdom's image overall.

5. Due to international sanctions it was not possible for interviews to be conducted within the Russian Federation, and so data from the Russian panel in 2023 has been used in the NBI 2024

6. Lehdonvirta, V., Oksanen, A., Räsänen, P., & Blank, G. (2021). Social media, web, and panel surveys: using non‐probability samples in social and policy research. Policy & internet, 13(1), 134-155.

7. Any increase or decrease mentioned in the report has not been significance tested.