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As Others See Us

A series of research and analysis publications measuring and understanding the attractiveness of the UK’s soft power assets

As Others See Us, led by the British Council, was one of a series of publications exploring the perceptions and attractiveness of the UK and specific UK soft power assets in the eyes of young people around the world.


It was based on extensive international research which has now developed into an ongoing programme of analysis and insight undertaken by the British Council among young people in G20 countries.


We helped to develop the underlying research hypothesis and to design the research survey and strategy. We undertook analysis of the results and contributed to the final reports.


The reports remain an important and oft-cited contribution to the fields of Cultural Relations, Soft Power and International Relations.

Findings from the research:

As Others see Us

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