The in-depth perceptions study, aimed at researching the awareness and opinions of Kent as a business location, was originally undertaken by MORI in 2003. Nearly 200 people, including UK and overseas businesses, developers, intermediaries, investors and journalists were interviewed in August and September.
The 2006 survey, re-run by local company Facts International in Ashford, targeted the same audiences with the same questions, with a few new topical ones added. Comparing the results of 2003 and 2006, the popularity of East Kent has improved dramatically with 15% of respondents preferring the area compared to 5% in 2003.
Locate in Kent is encouraged by the fact that the survey shows awareness of the county is higher, with 78% respondents having a 'fair' or 'great deal' of knowledge about Kent compared to just 48% in 2003. The figures also indicated that three quarters of respondents felt Kent had improved as a business location in the last five years and a similar number felt it would become more attractive in the next five years.
Locate in Kent is increasingly confident about its ability to attract more jobs and businesses to the area, but is aware that perceptions could be easily affected by current issues in the county. The company urges all local promotions agencies to work together to ensure that businesses continue to receive the positive message.
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