International Council Perception Survey || April 2015 || 1

International Council Perception Survey || April 2015 || 1 International Council Perception Survey Barcelona’s Perception Across the Globe Special report: Talent Attraction Edition | April 2015 || Pla d’Acció 2013 - 2014 President Sòcis Corporatius MarianEmilio CuatrecasasPuig Tablesetembre of Contents 2013 VicepresidentsMembers of the 1. AboutCorporatius Barcelona Protectors Global and the International Council 3 Executive Board Marian Puig 2. Monitor 4 JordiGonzalo Camí Rodés Aurora Catà 3. Special Report: Talent Attraction 12 Joaquim Coello LuisMembres Comas de la Luis Conde 4. Methodology and Respondent’s Demographic Profle 19 EmilioComissió Cuatrecasas Executiva Pilar De Torres 5. About the Barcelona Global PedroLluis Bassat Fontana Michael Goldenberg Jordi Camí International Council leader & Research Team 23 Helena Guardans MariaMàrius Reig Carol GonzaloAurora Catà Rodés 6. International Council JosepJoaquim Lluís Coello Sanfeliu Members and Corporate Partners 24 Luis Conde Emilio Cuatrecasas PilarSecretary De Torres Pedro Fontana EnricMarian Picanyol Puig Maria Reig Gonzalo Rodés Corporatius Bàsics PabloCEO Sagnier Mateu Hernández Director General Mateu Hernández International Council Perception Survey || April 2015 || 3 About Barcelona Global About the International Barcelona Global is a private, independent, non-proft association, made up Council Perception Survey of professionals and companies who care about Barcelona and its future. This is the third edition of the International Council Perception Survey. The The association’s mission: to actively contribute to making Barcelona survey aims to follow the progression over time of various measurements one of the best cities in the world, to attract talent and develop related to Barcelona’s competitiveness and Barcelona Global’s mission. economic activity. Rather than having answers based on statistics or data, members of the International Council give their instinctual reaction to each of the prompts. About the Barcelona Global In this way, the true perception of Barcelona in the eyes of those living abroad is captured, through a combination of objective fact (coming from their experience living in or conducting business in Barcelona) and subjective International Council opinion (stemming inherently from geographical distance). Ideally, these Barcelona Global’s esteemed International Council is a network of highly intuitive responses more accurately represent the perceptions of other regarded professionals in various felds with ties to Barcelona, through birth professionals with the similar detached, distant perspective that comes from or business, living outside of the city. The International Council is committed living outside of Barcelona. to promoting the image and prestige of Barcelona, and identifying investment and business opportunities for the city. Their unique position, combining The data represented comes from the average scores of 55 responses from inside knowledge with outside perspective, is tremendously valuable to the International Council, out of 64 members surveyed. The report is broken Barcelona Global and its long-term goals. down into the Monitor (fxed) section and Special Report (mobile) section. 4 || International Council Perception Survey || April 2015 Monitor International Council Perception Survey || April 2015 || 5 Section 1: Perception of Business Attractiveness Rate your level of agreement with each statement from 1 through 5. Strongly Strongly Disagree Neutral Agree 3.60 Barcelona is an attractive city Autumn 2014 3.43 for business in general. Summer 2014 3.41 It is easy to do business in Barcelona. 2.94 Barcelona is well-positioned 3.45 Autumn 2014 in terms of research 3.28 Summer 2014 and development. 3.05 Barcelona has an effcient business infrastructure, 3.64 with high quality and cost effective offce space. Barcelona’s airport has a high level 2.80 of international connectivity. 6 || International Council Perception Survey || April 2015 Section 2: Perception of Talent Rate your level of agreement with each statement from 1 through 5. Strongly Strongly Disagree Neutral Agree 3.47 Barcelona is a city in which it Autumn 2014 3.87 is easy to fnd qualifed staff. Summer 2014 3.43 Barcelona is a hub for startups 3.33 and entrepreneurship. Barcelona is an attractive city 3.84 for international professionals. International Council Perception Survey || April 2015 || 7 Section 3: Perception of Quality of Life Rate your level of agreement with each statement from 1 through 5. Strongly Strongly Disagree Neutral Agree Barcelona is a city with a high quality of life. 4.71 Barcelona is a culturally 4.48 Autumn 2014 attractive city from an 4.45 Summer 2014 international point of view. 4.38 Barcelona is an environmentally 3.60 sustainable city. Barcelona has effcient 3.73 transportation networks. 8 || International Council Perception Survey || April 2015 Section 4: Perception of Brand Rate your level of agreement with each statement from 1 through 5. Strongly Strongly Disagree Neutral Agree 4.62 Barcelona is an internationally Autumn 2014 4.78 well-known brand. Summer 2014 4.70 The Barcelona brand is 2.38 Autumn 2014 currently associated 2.53 Summer 2014 with business. 2.51 Barcelona’s brand is associated with 3.02 that of a “smart city.” Barcelona’s brand is associated with that 3.29 of a “global city.” International Council Perception Survey || April 2015 || 9 With which sectors or categories is Barcelona currently associated? 10 || International Council Perception Survey || April 2015 Section 5: Challenges and NPS English language ability of the administration 75% Bureaucracy, regulation, and labor law Please select what you 71% Taxation perceive as some of 65% Barcelona’s biggest Political uncertainty challenges in terms of 58% attracting new business, Access to capital and credit 51% talent, and investment. Localism and social integration Choose as many as you would like. 44% Market size 29% Workforce qualification and productivity 27% Recession and unemployment 25% Geographical location and international connectivity 16% Availability, quality, and cost of office space 4% International Council Perception Survey || April 2015 || 11 Net Promoter Score How likely is it that you would recommend Barcelona to a friend or colleague as a city in which to do business or invest right now? 42% 38% 20% 2014 Detractors Passives Promoters 2015 38% 49% 13% 22.6% 26.4% 13.2% 13.2% 7.5% 0% 0% 3.8% 1.9% 5.7% 5.7% 0 1 2 3 4 5 6 7 8 9 10 -100 -25 0 +100 Net Promoter Score = Promoters-Detractors 12 || International Council Perception Survey || April 2015 Special Report: Talent Attraction International Council Perception Survey || April 2015 || 13 1. Please rate your perception of how attractive Barcelona is to each of the following groups of people. Very Very Unattractive Neutral Attractive Individuals seeking new employment. 2.78 Established companies relocating abroad. 2.96 Startups looking for a place to grow. 3.31 Individual investors seeking 3.00 new opportunities. 14 || International Council Perception Survey || April 2015 London 91% New York 2. Choose the cities from this 78% list that are the most Singapore well-positioned to attract 76% foreign talent. Zurich 24% Choose as many as you would like. Berlin 22% Amsterdam 20% Barcelona 15% Paris 7% Madrid 4% International Council Perception Survey || April 2015 || 15 Net Promoter Score 3. How likely is it that you would recommend Barcelona to a friend or colleague as a city in which to live right now? Detractors Passives Promoters 24% 45% 31% 30.9% 10.9% 14.5% 16.3% 14.5% 0% 0% 3.6% 0% 5.4% 3.6% 0 1 2 3 4 5 6 7 8 9 10 -100 0 +7 +100 Net Promoter Score = Promoters-Detractors 16 || International Council Perception Survey || April 2015 Special Report: Talent Attraction - Qualitative Results International Council Perception Survey || April 2015 || 17 Qualitative Results Question: What should be done in Barcelona to improve its attractiveness to international talent? 114 total topics mentioned “Drastic renewal of old-fashioned management of universities.” 19 – Human Resources, Europe mentions “Stronger connections amongst universities, research centers, and the enterprise world, and the availability of Education and use prestigious English-speaking international schools to attract executives with families.” of English language – Consulting/Advisory, Asia 34 “Short circuit the impact of the political cycle on economic life.” mentions – Finance/Professional Services, Europe Taxation, politics, “Barcelona’s image is very much damaged due to ineffciencies in the legal system and corruption.” and bureaucracy – Finance/Professional Services, Europe 14 “Increase the level of collective citizen responsibility.” mentions – Law, Europe “Talking too much about regional concerns truly demotivates international talent.” Culture of Barcelona – Consulting/Advisory, USA 8 “Stop fnancing regional activities with minimal return to the city.” mentions – Human Resources, Europe Financial situation and “Increase productivity of staff, not through salaries but through higher working standards and effciency.” economic opportunity – Retail/Manufacturing, Europe These are some of the most signifcant qualitative answers provided by International Council members, organized by themes. The quotes are shown in accordance with the survey’s confdentiality policy. 18 || International Council Perception Survey || April 2015 Question: Have you observed any best practices in your city or country related to attracting foreign talent or retaining

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