Perceptions Of England's Northwest 2006

Ipsos undertook a programme of research with residents, businesses and opinion leaders in the Northwest, across the UK as well as Europe and the US (opinion leaders only). All fieldwork was conducted between 6th January and 5th March 2006. The research follows on from similar studies conducted by Ipsos for NWDA in 2001 and 2003 and trends have been included in this report where relevant.

21 July 2006

Overall Views Of The Northwest

As in 2003, significantly more British residents who live outside the Northwest describe the region as a 'success' in 2006 than did in 2001 (35% now think of success when thinking of the Northwest compared with 22% in 2001).
The most widespread top of mind images associated with the region tend to be places -- The Lake District, Liverpool, Manchester and Blackpool are most frequently mentioned. Northwest residents also mention friendly people and pretty countryside. Associations with high unemployment have fallen since 2001. Traditional images of the region as an industrial location are still present to an extent, mostly amongst audiences from overseas.
There has been a slight increase in the proportion of residents expressing pride about living in the region -- up five percentage points since 2001. As we might expect, residents feel most strongly attached to their local neighbourhood or village. However, as in previous years, they continue to feel more attached to the 'Northwest' region than their county or the 'North of England'. Feelings of pride are particularly strong amongst opinion leaders in the region, and whilst this group have always been strong advocates for the region, if anything they are getting more positive.
Local residents see the Lake District as being the Northwest's strongest individual location by far. Chester is also seen as a key strength. Manchester, Liverpool and Blackpool are also cited as strengths, although views are more divided with significant minorities seeing them as weaknesses. Perceptions of Liverpool have improved significantly from 2001, with views of Blackpool deteriorating slightly. Opinion leaders are far more positive about Manchester and Liverpool than residents, with opinion formers from overseas particularly likely to see them as strengths of the region.

The Northwest As A Business Location

On balance, as in previous years, Northwest businesses continue to rate the region as a better place to do business than other parts of the UK. They are more likely to think the Northwest has improved as a place to do business compared to businesses in other parts of the country, who tend to be less positive about recent improvements to their own regions. Opinion leaders in the region and across the country are also more positive about the Northwest as a business location compared with other parts of the UK. As we might expect, businesses outside the region are not so positive about the Northwest and it will be interesting to track in future studies whether improvements in perceptions "ripple out" from national opinion leaders.
Northwest and UK businesses say that transport links, quality of schools and public services in general are the most important location factors for businesses in the region. The Lake District and other areas of natural beauty, as well as cultural facilities, are not thought to be as important in terms of attracting business to the Northwest, however they are all rated very highly.
Transport links and local infrastructure are cited as a strength of the region by local businesses. There are some suggestions that higher costs are starting to emerge in the Northwest. For example, UK firms are now far less likely to say that operating costs are higher in their own region than the Northwest than they were in 2003. However, low costs are still identified by some as a benefit of the region.
Nearly twice as many businesses in the region say the Northwest has improved as a place to do business rather than got worse, and confidence is high in terms of prospects for the future. Most Northwest businesses and nearly all local opinion leaders say the region will become more attractive as a place to do business.

The Northwest, Tourism And Capital Of Culture

The region has a good image as a tourist destination amongst local audiences, with opinion leaders suggesting that tourism could be encouraged even further by promoting the region's diversity and the wide range of attractions it offers.
Awareness of Liverpool's designation as the 2008 European Capital of Culture is still high among Northwest residents. Since 2003 there has been a slight drop in numbers saying the designation will benefit the region but this will be due, in part, to the initial positive feelings and publicity associated with winning the designation dying down before the practical improvements and investment has fed through. However, on the whole, the majority still feel the role will be good for the region.