International Council: Perception Survey - Barcelona Global · In total, the Barcelona Global International Council Perception Survey consists of 24 prompts, 17 of which measure on

International Council: Perception Survey || May 2016 ||

Edition | May 2016

International Council: Perception Survey

To actively contribute to making Barcelona one of the best cities in the world for attracting talent and developing economic activity.

OUR

MISSION

|| Pla d’Acció 2013 - 2014

Membres de la Comissió Executiva

Lluis BassatJordi CamíMàrius CarolAurora CatàJoaquim CoelloLuis CondeEmilio CuatrecasasPilar De TorresPedro FontanaMarian PuigMaria ReigGonzalo RodésPablo Sagnier

President

Corporatius Protectors

Corporatius Bàsics

Sòcis Corporatius setembre 2013

Vicepresidents

Director General

Emilio Cuatrecasas

Marian PuigGonzalo Rodés

Mateu Hernández

Members of the Executive Board

Jordi CamíAurora CatàJoaquim CoelloLuis ComasLuis CondeEmilio CuatrecasasPilar De TorresPedro FontanaMichael GoldenbergHelena GuardansMaria ReigJosep Lluís SanfeliuLluís SeguíJoaquim Serra

CEO

Mateu Hernández

Secretary

Enric Picanyol

President

Marian Puig

Vice-President

Gonzalo Rodés

3 International Council: Perception Survey || May 2016 ||

Barcelona Global International Council is an international network of Barcelonians committed to promoting the image and prestige of Barcelona and identifying investment and business opportunities for the city.

INTERNATIONAL

COUNCIL

|| International Council: Perception Survey || May 2016 4

International CouncilPerception Survey

Edition | May 2016


About the International Council Perception SurveyThis is the fourth edition of the International Council Perception Survey. The survey aims to follow the progression over time of various measurements related to Barcelona’s image in order to increase its competitiveness and further Barcelona Global’s mission.

Rather than basing our analysis on statistics or data, we asked members of the International Council to give their instinctual reaction to each of the prompts. In this way, the true perception of Barcelona in the eyes of those living abroad is captured, through a combination of objective fact (coming from their experience living in or conducting business in Barcelona) and subjective opinion (stemming inherently from geographical distance). Ideally, these intuitive responses more accurately represent the perceptions of other professionals with the similar detached, distant perspective that comes from living outside of Barcelona.

The data represented comes from the average scores of 56 respondents from the International Council, out of 73 total members. The report is broken down into the Monitor (fixed) section and Special Report (mobile) section.

MethodologyThe objective of this survey is to ask a set group of professionals with ties to Barcelona, living in different cities around the world, how the economic competitiveness of Barcelona, among other characteristics, is perceived.

In total, the Barcelona Global International Council Perception Survey consists of 24 prompts, 17 of which measure on a scale of 1 to 5 the degree of agreement or disagreement pertaining to various topics related to Barcelona Global’s goals. 3 are open-ended multiple choice questions, 2 are Net Promoter Score questions, and 2 are open-ended text response questions.

Scale:

Strongly Disagree

Strongly Agree Disagree Neutral Agree

1 2 3 4 5


Section 1: Perception of Business AttractivenessRate your level of agreement with each statement from 1 to 5.

Barcelona is an alluring city for business in general.

3.413.43

3.603.643.62

It is easy to do business in Barcelona.

2.942.983.02

Barcelona has an efficient business infrastructure, with high quality and cost effective office space.

3.643.653.67

Barcelona’s airport has a high level of international connectivity.

2.803.25

2.97

Barcelona has the potential to be a major business hub.4.34

4.16

3.453.28

3.05

3.523.70

Barcelona is well-positioned in terms of research and development.

Autumn 2015

Summer 2016

Autumn 2014

Summer 2015

Summer 2014

Strongly Disagree

Strongly AgreeNeutral

54321


Section 2: Perception of TalentRate your level of agreement with each statement from 1 to 5.

Barcelona is a city where it is easy to find qualified staff .

3.433.87

3.473.50

3.75

Barcelona is a hub for startups and entrepreneurship.

3.333.29

3.58

Barcelona is an inviting city for international professionals.

3.843.89

4.14

Barcelona has the potential to be a magnet for talent.4.53

4.07

Autumn 2015

Summer 2016

Autumn 2014

Summer 2015

Summer 2014

Strongly Disagree


54321


Section 3: Perception of Quality of LifeRate your level of agreement with each statement from 1 to 5.

Barcelona is a city with a high quality of life.

4.714.66

4.77

Barcelona is a culturally attractive city from an international point of view.

4.384.45

4.484.36

4.53

Barcelona is an environmentally sustainable city.

3.603.57

3.73

Barcelona has efficient transportation networks.

3.733.82

3.87

Strongly Disagree


54321

Autumn 2015

Summer 2016

Autumn 2014

Summer 2015

Summer 2014


Section 4: Perception of BrandRate your level of agreement with each statement from 1 to 5.

Barcelona is an internationally well-known brand.

4.704.78

4.624.644.65

Barcelona’s brand is currently associated with business.

2.512.53

2.382.62

2.58

Barcelona’s brand is associated with that of a “smart city.”

3.023.21

3.32

Barcelona’s brand is associated with that of a “global city.”

3.293.323.37

Barcelona’s brand is associated with that of a “creative city.”4.08

3.96

Barcelona has the potential to remake its brand/image.4.374.38

Strongly Disagree


54321

Autumn 2015

Summer 2016

Autumn 2014

Summer 2015

Summer 2014


Which sectors do you associate Barcelona with currently?

December 2015


29%17%

27%

Workforce qualification and productivity

Please select what you perceive as some of Barcelona’s biggest challenges in terms of attracting new business, talent, and investment.

82%85%

75%

English language ability of the administration

61%63%

65%

Taxation

46%47%

44%

Localism and social integration

61%53%

71%

Bureaucracy, regulation, immigration policy and labor law

36%30%

51%

Access to capital and credit

64%57%

58%

Political uncertainty

25%13%

29%

Market size

23%30%

25%

Recession and unemployment

7%3%

4%

Availability, quality and cost of office space

14%8%

16%

Geographical location and international connectivity

Section 5: Challenges and NPS

Choose as many as you would like.

Autumn 2015

Summer 2016

Summer 2015


How likely is it that you would recommend Barcelona to a friend or colleague as a city to do business or invest in right now?

42%

35%

38%

50%

20%

15%

SU

MM

ER

201

6A

UT

UM

N

2015

2014

Net Promoter Score

Detractors Passives Promoters38% 44% 18%

0 1 2 3 4 5 6 7 8 9 10

10%22% 22% 22%

8%10%2% 2%3%0% 0%

Net Promoter Score = Promoters-Detractors

0-20 +100-100


SU

MM

ER

201

6

How likely is it that you would recommend Barcelona to a friend or colleague as a city to live in right now?

Net Promoter Score

Detractors Passives Promoters10% 31% 59%

0 1 2 3 4 5 6 7 8 9 10

31%28%24%7%2% 3%5%0% 0% 0%0%

Net Promoter Score = Promoters-Detractors

0 +49 +100-100

12% 32% 56%

AU

TU

MN

2015


- International Council: Member’s Demographic Profile


International Council: Member’s Demographic Profile.International Council Members (71 total)

Industries Regions

42.3% USA

9.9% Latin America9.9% UK

12.7% Switzerland

5.6% BENELUX

5.6% Rest of Europe

11.3% Asia

2.8% Middle East

4.2% Education

11% Food

7% Law

10% Retail/Manufacturing

14% Consulting/Advisory8% Technology

4% Marketing/Publicity/Media

20% Other

16% Finance/Other Professional Services

6% Healthcare/Pharmaceutical

Total respondents: 60/71 Which represents the 84% of International Council members.


Barcelona GlobalInternational Council


International Council Members

Ignacio AbiaBethlehem

Olympus Corporation of the Americas

Fernando Aleu PascualDenver

Queen Sophia Spanish Institute

Andreu CasadellàMexico City

TomTom Telematics

Manuel DelgadoLondon

Cairn Capital

Carles FerrerLondon

Nauta Capital

James FiegerWayland

RSD S.A.

Xavier AdseràLondon

Venture Capital

Craig AndrusNew York City

Skate-Key LLC

Gerardo AriñoNew York City

SeeUSAtours

Juan Carlos CasasMiami

Gamo USA Corporation

Aris De JuanMiami

Clear Channel Outdoor

Alfonso DíezParis

Nissan Europe

Vicenç FerrerNew York City

Leebow Partners

Oscar AguerMiami

ILUMNO

Lluís CantarellGeneva

Nestlé Health Science

Greg ClarkLondon

Business of Cities

Michael de MarcoBoston

K&L GATES

Manel EchevarriaMiami

Swarovski

Ignasi BrufauBasel

Novartis Pharmaceuticals

Fernando CarroGütersloh

Arvato

Ignacio Corbera DaleLondon

Garrigues UK

Marta CuatrecasasLos Angeles

Areas

Joan DedeuHong Kong

China Consultants

Ferran EscayolaNew York City

Garrigues


Francisco Garcia-ValdecasasLondon

Deloitte


Ignasi GuardansBrussels

K&L GATES

Carlos HomedesPortland

Nike

Jozef JansenLondon

Urdaneta Capital

Barbara JägerBerlin

Retail Consultant

Erik JohanssonDoha

Qatar Tourism Authority

Gustavo MartínezNew York

J. Walter Thompson

Roberto HayerZurich

REBER Law

Christopher KlisowskiLuxembourg

KWI Global

Fede MembrilleraDubai

Delta Partners

Bartomeu MaríSeoul

MMCA

Manuel IsabalLima

Grupo Iberoamericano de Fomento

Pedro MartínMunich

Quantum Partners Capital

Juan MoreraLondon

Crystal Amber Advisers

Fernando Gil de BernabéSingapore

Cisco Systems

José Maria Giménez ArnauBasel

Novartis Pharmaceuticals AG

Lluís GómezNew York

Smart City World Congress

Xavier González FlorenzanoSingapore

Vandaleen Swiss Value Partners

Manel GrauBogotá

Smart Rooms Company

Gema OlivarZurich

PricewaterhouseCoopers

Hugo PerisSan Francisco

Loop Therapeutics Inc.

Pol Pla i ConesaSan Francisco

Samsung

Xavier FrigolaRochester

Mayo Clinic Bussiness Accelerator

Xavier FreixesMonaco

Tyrus Capital S.A.M


Alexis RoigShangai

GlobalTaixue

Juan RoviraMiami

Bacardi North America

Ismael RoigShangai

Archer Daniels Midland

Ramon Ros ParelladaShanghai

Gyvenchy, LVMH Group

Fabrizio RoselliniLuxembourg

Leopard SA

Xavier Ruiz SenaBoston

Santander USA

Maria Mercè SantaflorentinaMiami

Business Consultant


Mauro SchnaidmanSanta Monica

Jafra Cosmetics

Gabriel ZalmanLos Angeles

Mattel

Xavier RossinyolZurich

Dufry Group

Ignasi SerratMexico City

Nike

Jordi VallsSantiago

Aguas Andinas

Rosa SugrañesMiami

Rosa Gres

Cristina VenturaHong Kong

Lane Crawford Joyce Group

Salvador Tomás LoeffelEschenbach

DOW Chemical

Xavier VerdaguerSan Francisco

Innovalley

Carlos RecoderZurich

Credit Suisse

Pepe RaventósNew York

Raventós i Blanc

Sergio RaventosBarcelona

Event Planning Knowledge

Xavier RabellMiami

Areas

Ignasi PuigMiami

SCPF

Eduardo RabassaMiami

Amrop Seeliger y Conde


President Vice-President International Council leader Secretary CEO

Marian Puig

ISDIN

Enric Picanyol

Cuatrecasas Gonçalves Pereira

Mateu Hernández

Barcelona Global

Jordi Camí

PRBB

Aurora Catà

Seeliger & Conde

Joaquim Coello

Industrial Engineer

Luis Conde

Seeliger & Conde

Emilio Cuatrecasas

Cuatrecasas Gonçalves Pereira

Maria Reig

Reig Capital Group

Pedro Fontana

AREAS

Josep Lluís Sanfeliu

YSIOS Capital

Pilar de Torres

Economist

Michael Goldenberg

Value Retail

Helena Guardans

Sellbytel

Luis Comas

SEAT

Gonzalo Rodés

GBS Finanzas

Joaquín Serra

Natura Bissé

Lluís Seguí

Miura Private Equity

EXECUTIVE

BOARD

Members of the Executive Board


Over 600 professionals committed to Barcelona

Corporate PartnersMay 2016

Protective Corporate Partners Corporate Partners

Diagonal 579Barcelona, 08014

[email protected]@barcelonaglobal

Documents

International Council: Perception Survey - Barcelona Global · In total, the Barcelona Global International Council Perception Survey consists of 24 prompts, 17 of which measure on