Study of the Image of the Kingdom of the Netherlands in Ukraine
A PR agency working with the Embassy of the Kingdom of the Netherlands in Ukraine needed up-to-date data on the specifics of this state's image formation among Ukrainian residents. Therefore, it approached MCG specialists with a request to conduct research on the perception patterns of the Netherlands by Ukrainian youth, as this target group is central to the current PR strategy.
Particular attention in this research was paid to how the concept of sustainable development, which EU countries, and the Netherlands in particular, are guided by in developing international policy, is perceived among Ukrainian youth.
This complex research task was broken down into several specific stages:
- To identify the specifics of associative and cognitive components of the Netherlands' perception by Ukrainian youth.
- To determine the specifics of the perception of places, personalities, and the population of the Netherlands in general.
- To analyze ideas and opinions about interstate relations.
- To assess possible directions for applying sustainable development goals to promote the image of the Netherlands.
- To provide recommendations for promoting the image of the Netherlands in Ukraine.
Methodology
To address the set tasks, the method of focus group interviews was chosen.
The research involved a broad geography: it was conducted in Kyiv, Kharkiv, Odesa, and Lviv.
Offline focus groups were initially planned for discussing the given topic, but the research timeline coincided with another wave of the pandemic, and most key cities were in the red zone, so it was decided to conduct focus groups online via the Zoom platform.
MCG moderators managed to mitigate the drawbacks of remote interviews and create group dynamics: active Ukrainian youth, who participated in the research focus groups, were in their familiar Zoom conference environment, actively supported the conversation, and shared a large amount of valuable information.
Results
As a result of this stage, a report was compiled with data on:
- typical perception patterns of the Netherlands — stereotypes, associations, images;
- current knowledge, perceptions, and beliefs about the Netherlands and the Dutch;
- a figurative portrait of the Dutch for Ukraine;
- real and potential sources of information about the Netherlands;
- specifics of perception of sustainable development concept elements ("green" energy, "smart cities," human rights, gender equality, etc.);
- prospects for the development of international cooperation between the Netherlands and Ukraine through the eyes of youth.
Based on the analytical report, recommendations for shaping the PR strategy were proposed, taking into account long-term goals in the context of the current situation. Furthermore, the qualitative stage of the research provided the necessary information for implementing the subsequent quantitative stage.