International Council: Perception Survey || May 2016 ||
International Council: Perception Survey Edition | May 2016
OUR President President Marian Puig Vice-President Emilio Cuatrecasas
MISSION To actively contribute to making Barcelona one of Sòcis Corporatius the best cities in the world for attracting talent and setembre 2013 economic activity. developing
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 || May 2016 ||
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.
3
4
|| International Council: Perception Survey || May 2016
International Council Perception Survey Edition | May 2016
International Council: Perception Survey || May 2016 ||
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.
5
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
|| International Council: Perception Survey || May 2016
6
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
Summer 2016 Autumn 2015 Summer 2015 Autumn 2014 Summer 2014
Barcelona is an alluring city for business in general. 3.62
3.43 3.41
It is easy to do business in Barcelona.
3.64 3.60
3.02
2.98 2.94
Barcelona is well-positioned in terms of research and development.
3.05
3.28
3.52 3.45
3.70
Barcelona has an efficient business infrastructure, with high quality and cost effective office space. 3.67
3.65 3.64
Barcelona’s airport has a high level of international connectivity. 2.97 2.80
3.25
Barcelona has the potential to be a major business hub. 4.16
4.34
International Council: Perception Survey || May 2016 ||
7
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
Summer 2016 Autumn 2015 Summer 2015 Autumn 2014 Summer 2014
Barcelona is a city where it is easy to find qualified staff . 3.50 3.47 3.43
3.75 3.87
Barcelona is a hub for startups and entrepreneurship. 3.29 3.33
3.58
Barcelona is an inviting city for international professionals. 3.89 3.84
4.14
Barcelona has the potential to be a magnet for talent. 4.07
4.53
|| International Council: Perception Survey || May 2016
8
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. 4.77
4.66 4.71
Barcelona is a culturally attractive city from an international point of view. 4.36
4.53
4.48 4.45 4.38
Barcelona is an environmentally sustainable city. 3.73
3.57 3.60
Barcelona has efficient transportation networks. 3.87
3.82 3.73
Summer 2016 Autumn 2015 Summer 2015 Autumn 2014 Summer 2014
International Council: Perception Survey || May 2016 ||
9
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. 4.65
4.64 4.62
4.78 4.70
Barcelona’s brand is currently associated with business. 2.58 2.38
2.62
2.53 2.51
Barcelona’s brand is associated with that of a “smart city.” 3.32
3.02
3.21
Barcelona’s brand is associated with that of a “global city.” 3.37
3.32 3.29
Barcelona’s brand is associated with that of a “creative city.” 4.08
3.96
Barcelona has the potential to remake its brand/image. 4.37
4.38
Summer 2016 Autumn 2015 Summer 2015 Autumn 2014 Summer 2014
10
|| International Council: Perception Survey || May 2016
December 2015
Which sectors do you associate Barcelona with currently?
International Council: Perception Survey || May 2016 ||
11
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. Summer 2016 Autumn 2015 Summer 2015
English language ability of the administration 85%
82% 75%
Recession and unemployment
Taxation
30%
63% 23% 25%
61% 65%
Political uncertainty
Workforce qualification and productivity 57%
17%
64%
58%
Bureaucracy, regulation, immigration policy and labor law 53%
Market size 13% 25% 29%
61% 71%
Localism and social integration
Geographical location and international connectivity 8%
47%
14% 16%
46% 44%
Access to capital and credit
Availability, quality and cost of office space 3%
30% 36% 51%
29% 27%
7% 4%
|| International Council: Perception Survey || May 2016
12
38%
20%
2015
35%
50%
15%
Detractors 38%
Passives 44%
Promoters 18%
SUMMER
AUTUMN
2014
42%
2016
Net Promoter Score 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?
10%
0%
0%
2%
3%
2%
0
1
2
3
4
5
-20
0
-100
Net Promoter Score = Promoters-Detractors
22%
22%
22%
6
7
8
8%
10%
9
10 +100
International Council: Perception Survey || May 2016 ||
13
2015
32%
56%
Detractors 10%
Passives 31%
Promoters 59%
SUMMER
12%
2016
AUTUMN
Net Promoter Score How likely is it that you would recommend Barcelona to a friend or colleague as a city to live in right now?
0%
0%
0%
0%
2%
5%
3%
7%
0
1
2
3
4
5
6
7
-100
Net Promoter Score = Promoters-Detractors
0
24%
28%
31%
8
9
10
+49
+100
-
14
|| International Council: Perception Survey || May 2016
International Council: Member’s Demographic Profile
International Council: Perception Survey || May 2016 ||
15
International Council: Member’s Demographic Profile. International Council Members (71 total) Industries
Regions
11% Food
20% Other
2.8% Middle East
4.2% Education 7% Law
16%
10%
Finance/Other Professional Services
5.6% Rest of Europe 42.3% USA
5.6% BENELUX
Retail/Manufacturing
4%
Marketing/Publicity/Media
8% Technology
11.3% Asia
14% 6%
12.7% Switzerland
Consulting/Advisory
Healthcare/Pharmaceutical
9.9% UK
9.9% Latin America
Total respondents: 60/71 Which represents the 84% of International Council members.
16
|| International Council: Perception Survey || May 2016
Barcelona Global International Council
International Council: Perception Survey || May 2016 ||
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
James Fieger
New York City
London
New York City
Wayland
Garrigues
Nauta Capital
Leebow Partners
RSD S.A.
17
|| International Council: Perception Survey || May 2016
18
International Council Members Xavier Freixes
Xavier Frigola
Francisco Garcia-Valdecasas
Fernando Gil de Bernabé
Monaco
Rochester
London
Singapore
Tyrus Capital S.A.M
Mayo Clinic Bussiness Accelerator
Deloitte
Cisco Systems
José Maria Giménez Arnau
Lluís Gómez
Xavier González Florenzano
Manel Grau
Basel
New York
Singapore
Bogotá
Novartis Pharmaceuticals AG
Smart City World Congress
Vandaleen Swiss Value Partners
Smart Rooms Company
Ignasi Guardans
Roberto Hayer
Carlos Homedes
Manuel Isabal
Brussels
Zurich
Portland
Lima
K&L GATES
REBER Law
Nike
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
Bartomeu Marí
Pedro Martín
Gustavo Martínez
Fede Membrillera
Seoul
Munich
New York
Dubai
MMCA
Quantum Partners Capital
J. Walter Thompson
Delta Partners
Juan Morera
Gema Olivar
Hugo Peris
Pol Pla i Conesa
London
Zurich
San Francisco
San Francisco
Crystal Amber Advisers
PricewaterhouseCoopers
Loop Therapeutics Inc.
Samsung
International Council: Perception Survey || May 2016 ||
International Council Members Ignasi Puig
Eduardo Rabassa
Xavier Rabell
Pepe Raventós
Miami
Miami
Miami
New York
SCPF
Amrop Seeliger y Conde
Areas
Raventós i Blanc
Sergio Raventos
Carlos Recoder
Alexis Roig
Ismael Roig
Barcelona
Zurich
Shangai
Shangai
Event Planning Knowledge
Credit Suisse
GlobalTaixue
Archer Daniels Midland
Ramon Ros Parellada
Fabrizio Rosellini
Xavier Rossinyol
Juan Rovira
Shanghai
Luxembourg
Zurich
Miami
Gyvenchy, LVMH Group
Leopard SA
Dufry Group
Bacardi North America
Xavier Ruiz Sena
Maria Mercè Santaflorentina
Mauro Schnaidman
Ignasi Serrat
Boston
Miami
Santa Monica
Mexico City
Santander USA
Business Consultant
Jafra Cosmetics
Nike
Rosa Sugrañes
Salvador Tomás Loeffel
Jordi Valls
Cristina Ventura
Miami
Eschenbach
Santiago
Hong Kong
Rosa Gres
DOW Chemical
Aguas Andinas
Lane Crawford Joyce Group
Xavier Verdaguer
Gabriel Zalman
San Francisco
Los Angeles
Innovalley
Mattel
19
|| International Council: Perception Survey || May 2016
20
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 || May 2016 ||
Over 600 professionals committed to Barcelona
Corporate Partners
May 2016 Protective Corporate Partners
Corporate Partners
21
Diagonal 579 Barcelona, 08014 barcelonaglobal@barcelonaglobal.org www.barcelonaglobal.org @barcelonaglobal