International Council: Perception Survey Edition | December 2015
OUR President President Marian Puig Vice-President Emilio Cuatrecasas
MISSION To actively contribute to making Barcelona one Sòcis Corporatius of the best cities in the world to attract talent and setembre 2013economic activity. develop
Gonzalo Rodés
Vicepresidents Members of the Executive Board Marian Puig
Corporatius Protectors
Gonzalo Rodés Jordi Camí Aurora Catà Joaquim Coello Membres de la Luis Comas Luis Conde Comissió Executiva Emilio Cuatrecasas Pilar De Torres Lluis Bassat Pedro Fontana Jordi Camí Michael Goldenberg Màrius Guardans Carol Helena Maria AuroraReig Catà Josep Lluís Sanfeliu Joaquim Coello Lluís Seguí Luis Conde Joaquim Serra Emilio Cuatrecasas Pilar De Torres Secretary Pedro Fontana Marian Puig Enric Picanyol Maria Reig CEO Rodés Gonzalo Pablo Sagnier Mateu Hernández
Director General
Corporatius Bàsics
International Council: Perception Survey || December 2015 ||
INTERNATIONAL
COUNCIL 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.
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|| International Council: Perception Survey || December 2015
International Council Perception Survey Edition | December 2015
International Council: Perception Survey || December 2015 ||
About the International Council Perception Survey This 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.
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Methodology The 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
Disagree
Neutral
Agree
Strongly Agree
1
2
3
4
5
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Section 1: Perception of Business Attractiveness Rate your level of agreement with each statement from 1 to 5. Strongly Disagree 1
Strongly Agree 5
Neutral 2
3
4
Barcelona is an attractive city for business in general.
Autumn 2015 Summer 2015
3.64
3.60
3.43 3.41
Autumn 2014 Summer 2014
It is easy to do business in Barcelona. 2.98
2.94
Barcelona is well-positioned in terms of research and development. 3.52
3.05
3.28
3.45
Barcelona has an efficient business infrastructure, with high quality and cost effective office space. 3.65
3.64
Barcelona’s airport has a high level of international connectivity. 2.80
3.25
Barcelona has the potential to be a major business hub. 4.16
International Council: Perception Survey || December 2015 ||
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Section 2: Perception of Talent Rate your level of agreement with each statement from 1 to 5. Strongly Disagree 1
Strongly Agree 5
Neutral 2
3
4
Barcelona is a city in which it is easy to find qualified staff.
Autumn 2015 Summer 2015
3.50
3.47 3.43
Autumn 2014 Summer 2014
3.87
Barcelona is a hub for startups and entrepreneurship. 3.29
3.33
Barcelona is an attractive city for international professionals. 3.89
3.84
Barcelona has the potential to be a city recognized as a magnet for talent. 4.07
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Section 3: Perception of Quality of Life Rate your level of agreement with each statement from 1 to 5. Strongly Disagree 1
Strongly Agree 5
Neutral 2
3
4
Barcelona is a city with a high quality of life. 4.66
4.71
Barcelona is a culturally attractive city from an international point of view. 4.36
4.48 4.45 4.38
Barcelona is an environmentally sustainable city. 3.57
3.60
Barcelona has efficient transportation networks. 3.82
3.73
Autumn 2015 Summer 2015 Autumn 2014 Summer 2014
International Council: Perception Survey || December 2015 ||
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Section 4: Perception of Brand Rate your level of agreement with each statement from 1 to 5. Strongly Disagree 1
Strongly Agree 5
Neutral 2
3
4
Barcelona is an internationally well-known brand. 4.64
4.62
4.78 4.70
The Barcelona brand is currently associated with business. 2.38
2.62 2.53 2.51
Barcelona’s brand is associated with that of a “smart city.” 3.02
3.21
Barcelona’s brand is associated with that of a “global city.” 3.32
3.29
Barcelona’s brand is associated with that of a “creative city.” 3.96
Barcelona has the potential to remake its brand/image. 4.38
Autumn 2015 Summer 2015 Autumn 2014 Summer 2014
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Summer 2015
With which sectors or categories is Barcelona currently associated?
International Council: Perception Survey || December 2015 ||
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Section 5: Challenges and NPS Please select what you perceive as some of Barcelona’s biggest challenges in terms of attracting new business, talent, and investment. Choose as many as you would like. Autumn 2015 Summer 2015
English language ability of the administration 75%
Political uncertainty
82%
Workforce qualification and productivity 58%
64%
29%
27%
Bureaucracy, regulation, and labor law 61%
Taxation
Market size 25%
29%
71%
Recession and unemployment 61%
23%
65%
Localism and social integration
25%
Geographical location and international connectivity 14%
46%
16%
44%
Access to capital and credit 36%
51%
Availability, quality, and cost of office space 7%
4%
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38%
20%
2015
38%
49%
13%
Detractors 35%
Passives 50%
Promoters 15%
AUTUMN
SUMMER
2014
42%
2015
Net Promoter Score How likely is it that you would recommend Barcelona to a friend or colleague as a city in which to do business or invest right now?
39% 11%
11%
4
5
6
-20
0
0%
4%
0%
5%
4%
0
1
2
3
-100
Net Promoter Score = Promoters-Detractors
7
11%
11%
8
9
4% 10 +100
International Council: Perception Survey || December 2015 ||
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Net Promoter Score How likely is it that you would recommend Barcelona to a friend or colleague as a city in which to live right now? 2015
Detractors 12%
Passives 32%
0%
0%
0%
4%
4%
4%
0%
0
1
2
3
4
5
6
-100
Net Promoter Score = Promoters-Detractors
0
12% 7 +44
Promoters 56%
20%
27%
29%
8
9
10 +100
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Respondents’ Demographic Profile
International Council: Perception Survey || December 2015 ||
Respondents’ demographic profile
Total respondents: 56/73 77%
International Council Members (73 total)
Respondents (56 total)
Industries
Industries
13.70% Food
15
5.48% Education
10.71% Food
10.96% Law
5.35% Education
5.36%
12.50% Law
Other
6.85% Other
16.44%
17.81%
Retail/Manufacturing
Finance/Other Professional Services
16.44%
Consulting/Advisory
Marketing/Publicity/Media
Regions
Finance/Other Professional Services
17.86%
Retail/Manufacturing
3.57%
5.48%
6.85% Technology
17.86%
2.74%
Healthcare/Pharmaceutical
6.85% China 5.48% Other Asia 5.48% BENELUX 10.96% Switzerland
42.47% USA
Marketing/Publicity/Media
7.14% Technology 3.57%
16.07%
Consulting/Advisory
Healthcare/Pharmaceutical
Regions
6.25% China 6.25% Other Asia 4.69% BENELUX
39.06% USA 14.06% Switzerland
8.22% Other Europe 8.22% Latin America
12.33% UK
4.69% Other Europe
9.38% Latin America 15.63% UK
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|| International Council: Perception Survey || December 2015
Barcelona Global International Council
International Council: Perception Survey || December 2015 ||
International Council Members Ignacio Abia
Xavier Adserà
Oscar Aguer
Fernando Aleu Pascual
Bethlehem
London
Miami
Denver
Olympus Corporation of the Americas
Venture Capital
ILUMNO
Queen Sophia Spanish Institute
Craig Andrus
Gerardo Ariño
Ignasi Brufau
Lluís Cantarell
New York City
New York City
Basel
Geneva
Skate-Key LLC
SeeUSAtours
Novartis Pharmaceuticals
Nestlé Health Science
Fernando Carro
Andreu Casadellà
Juan Carlos Casas
Greg Clark
Gütersloh
Mexico City
Miami
London
Arvato
TomTom Telematics
Gamo USA Corporation
Business of Cities
Ignacio Corbera Dale
Marta Cuatrecasas
Aris De Juan
Michael de Marco
London
Los Angeles
Miami
Boston
Garrigues UK
Areas
Clear Channel Outdoor
K&L GATES
Joan Dedeu
Manuel Delgado
Alfonso Díez
Manel Echevarria
Hong Kong
London
Paris
Miami
China Consultants
Cairn Capital
Nissan Europe
Swarovski
Ferran Escayola
Carles Ferrer
Vicenç Ferrer
Xavier Frigola
New York City
London
New York City
Rochester
Garrigues
Nauta Capital
Leebow Partners
Mayo Clinic Bussiness Accelerator
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International Council Members Francisco Garcia-Valdecasas
Fernando Gil de Bernabé
José Maria Giménez Arnau
Lluís Gómez
London
Singapore
Basel
New York
Deloitte
Cisco Systems
Novartis Pharmaceuticals AG
Smart City World Congress
Xavier González Florenzano
Gemma Grau
Manel Grau
Ignasi Guardans
Singapore
Amsterdam
Bogotá
Brussels
Vandaleen Swiss Value Partners
Nike
Smart Rooms Company
K&L GATES
Roberto Hayer
Carlos Homedes
Jaume-Enric Hugas
Manuel Isabal
Zurich
Portland
London
Lima
REBER Law
Nike
Tramway Capital
Grupo Iberoamericano de Fomento
Barbara Jäger
Jozef Jansen
Erik Johansson
Christopher Klisowski
Berlin
London
Doha
Luxembourg
Retail Consultant
Urdaneta Capital
Qatar Tourism Authority
KWI Global
Ramon Laguarta
Oscar Manresa
Bartomeu Marí
Pedro Martín
Geneva
Miami
Seoul
Munich
Pepsico
Food & Music Management
MMCA
Quantum Partners Capital
Gustavo Martínez
Fede Membrillera
Virginie Molinier
Juan Morera
New York
Dubai
Barcelona
London
J. Walter Thompson
Delta Partners
M&B Avocats
Crystal Amber Advisers
International Council: Perception Survey || December 2015 ||
International Council Members Gema Olivar
Hugo Peris
Pol Pla i Conesa
Ignasi Puig
Zurich
San Francisco
San Francisco
Miami
PricewaterhouseCoopers
Loop Therapeutics Inc.
Samsung
SCPF
Eduardo Rabassa
Xavier Rabell
Pepe Raventós
Sergio Raventos
Miami
Miami
New York
Barcelona
Amrop Seeliger y Conde
Areas
Raventós i Blanc
Event Planning Knowledge
Carlos Recoder
Alexis Roig
Ismael Roig
Ramon Ros Parellada
Zurich
Shangai
Shangai
Shanghai
Credit Suisse
GlobalTaixue
Archer Daniels Midland
Gyvenchy, LVMH Group
Fabrizio Rosellini
Juan Rovira
Xavier Ruiz
Xavier Ruiz Sena
Luxembourg
Miami
New York
Boston
Leopard SA
Bacardi North America
Holland & Knight
Santander USA
Maria Mercè Santaflorentina
Mauro Schnaidman
Ignasi Serrat
Rosa Sugrañes
Miami
Santa Monica
Mexico City
Miami
Business Consultant
Jafra Cosmetics
Nike
Rosa Gres
Salvador Tomás Loeffel
Alejandro Torroja
Jordi Valls
Cristina Ventura
Eschenbach
Los Angeles
Santiago
Hong Kong
DOW Chemical
Producer
Aguas Andinas
Lane Crawford Joyce Group
Xavier Verdaguer
Gabriel Zalman
San Francisco
Los Angeles
Innovalley
Mattel
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EXECUTIVE
BOARD President
Vice-President Marian Puig
International Council leader Secretary
Gonzalo Rodés
Luis Conde
GBS Finanzas
Jordi Camí
CEO Enric Picanyol
Mateu Hernández
Seeliger & Conde
Cuatrecasas Gonçalves Pereira
Barcelona Global
Aurora Catà
Joaquim Coello
Luis Comas
Emilio Cuatrecasas
PRBB
Seeliger & Conde
Industrial Engineer
SEAT
Cuatrecasas Gonçalves Pereira
Pilar de Torres
Pedro Fontana
Michael Goldenberg
Helena Guardans
Maria Reig
Economist
AREAS
Value Retail
Sellbytel
Reig Capital Group
Josep Lluís Sanfeliu
Lluís Seguí
Joaquín Serra
YSIOS Capital
Miura Private Equity
Natura Bissé
ISDIN
Members of the Executive Board
International Council: Perception Survey || December 2015 ||
Over 550 professionals committed to Barcelona
Corporate Partners
December 2015 Protective Corporate Partners
Corporate Partners
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