Our soft power perceptions research, undertaken for the fourth time since 2016, offers insight into how young people’s views of the attractiveness and trustworthiness of the G20 countries has shifted over time.
We commissioned IpsosMORI to survey educated adults aged 18-34 in 36 countries, including the 19 member states of the G20. Previous editions of the survey have only covered the G20 so for comparison over time we have focused only on the responses from G20 countries. Those surveyed were drawn from the general population rather than from participants in British Council or UK Government programmes.
IpsosMORI have published the detailed data tables that underpin the findings of the survey covered in the Insight article published on 26 June 2020. These can be reviewed here.
This is the first of what will be a series of articles presenting the data to the public. IpsosMORI will publish the associated data tables not already in the public domain in tandem with the publication of the blog pieces.
We are still in the process of examining and understanding the datasets and will also be undertaking further analysis in the weeks and months ahead. From the autumn we will be publishing more traditional reports that will go into greater depth than is possible in a blog, as we did in the Powers of attraction report that presented the findings of the 2018 survey and previously published thematic examinations, such as the Sources of soft power.
Technical details
IpsosMORI interviewed a sample of 20,612 adults aged 18-34 in the 19 G20 countries between 7 February and 27 March 2020. Data has been weighted for each individual country to the known offline population proportions for age within gender, and each country has been given equal weighting within the G20 dataset. All surveys are subject to a range of potential sources of error.