The Soft Power 30 combines international polling in 20 markets on favourability towards countries with objective metrics
ComRes has teamed up with Portland Communications to identify which countries lead the world in Soft Power.
The Soft Power 30 ranks 30 countries by their ability to attract support in international affairs through cultural, commercial, and reputational ‘pull’.
ComRes provided the global opinion data and analytics expertise to build a genuinely robust soft power metric. ComRes conducted a 20-country survey in 12 languages across 6 continents, which was combined with secondary data such as diplomatic, popular culture, digital and human rights measures to build a sophisticated regression model.
Facebook provided aggregated and anonymised data to help develop a set of digital diplomacy metrics for inclusion in rankings.
The top three countries in the Soft Power Index are: UK, Germany, and the USA.
The full Index data can be found at: www.softpower30.com
Katharine Peacock, Managing Director of ComRes said: “This has been an incredibly exciting project, bringing together sophisticated analytics techniques to combine survey data from 20 countries with a range of other data, from the number of embassies countries have to the popularity of their music abroad. This comprehensive measure of Soft Power is extremely timely as governments, corporations and other organisations realise that a good reputation and global connections are essential weapons in their arsenal.”
Jonathan McClory, Partner at Portland Communications and founder of the Soft Power Index said: “The addition of ComRes’s international polling has added a new dimension to the existing Index, giving it greater robustness. Over and above the polling, the ComRes team provided invaluable expertise on the complex analytics used to develop the Soft Power 30. As the first index of soft power to combine objective metrics with opinion polling, the Soft Power 30 will prove to be a valuable tool for leaders, policy makers and diplomats.”
Date Published: 14th July 2015
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Client: Portland Communications