January 18, 2017

Aurora Reveals the Key Findings of the Opinion Audit

One in seven Armenians and one in twenty members of the general public are aware of the Aurora Prize, Aurora Opinion Audit reveals.

Aurora Humanitarian Initiative’s 2016 Opinion Audit is concluded and results reveal the degree to which a global audience is aware of Armenia, Armenians and the Aurora Prize.

The research, conducted by London-based New Place Consultancy with consultations by Brussels-based TNS Opinion, Kantar Group, shows that attitude towards the Aurora Prize is overwhelmingly favorable among those who have heard of it. Among reasons cited for the favorable attitude is that the prize recognizes people whose work wouldn’t be recognized otherwise, and, in the process, it promotes a positive image of Armenians.

The Opinion Audit explores global awareness and knowledge of Armenia and Armenians, as well. Responses show that the general public mostly knows about Armenian communities, Armenian food and history.

Video infographic (This animated infographic highlights a few of the main findings.)

The survey also tracks similar metrics – knowledge, awareness, familiarity, engagement -- within the global Armenian Diaspora.  Responses show that there are certain similarities between how Armenians see themselves and how the general public perceives Armenians.  The most frequently mentioned positive attributes are “proud, friendly and respectful.” 

Interestingly, while almost a third of respondents think Armenian communities are important in their countries – whether at the national or local level – most respondents find that Armenian communities play little role in the life of their country. Rather, Armenian communities are seen to have the biggest impact in the intellectual, cultural, social and economic spheres. Kim Kardashian and Cher top the list of most recognized celebrities, and celebrities who are most recognized as Armenians, both among the general public and among Armenian respondents.

Questions about the Republic of Armenia generated a fair amount of interest in Armenia as a country and as a travel destination. However, among the general public, that interest does not translate into interest in the country as a place to do business. Armenians, on the other hand, are quite eager to learn more about Armenia as a place to do business. One in seven general public respondents, and one in two Armenians say they are likely to visit Armenia in the future.

The survey was carried out in two waves in March, 2016 and June-July, 2016, in 10 countries -- the US, Canada, Australia, France, Argentina, Denmark, Norway, Greece, Germany and Russia.  

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