European Attitudes

In the paper "Similarity and diversity in European attitudes" presented by Ruben Mohedano-Brethes, Daniel Debomy and his team at ESOMAR´s recent Qualitative Research Conference in Budapest, highlights were given of a European-wide study aimed at strategy development for the European Commission.

The research was carried out in January 2001 among all the Member States and nine candidate countries, using the focus group method, which made it possible to trace in depth people's image of the European Union, their sense of belonging to the EU and their need for information.

The research also analysed values and deep-rooted attitudes to the EU in general as well as hinting at some of the problems facing those in charge of marketing goods and services to European consumers.

The study expanded a picture of Europe with a large "South" (south meaning in this context strong concepts of European solidarity and cohesion, attachment to a concept of European culture and the social model) and a small "North" (north meaning in this context a globalised, free market, individualistic society).

In regards to Hungary, the study showed that Hungarians are relatively well-informed about the European Union and its institutions. Hungarians tend to see themselves as having always been at the heart of Europe: they express a deep sense of belonging and a strong sense of being European. Although they are rather pessimistic about the current situation of their country and about their future, most Hungarians are optimistic about and support the accession to the EU. There is a widely held view that the country is in a very bad way, that there are no signs of any improvement in the situation and that the only solution is to join the European Union to "get things moving". In the more urban and affluent population groups, these expectations and hopes are accompanied by fears of "expropriation" and concerns about losing autonomy.

The paper also discusses what functions qualitative research serves at the European Commission in terms of communication, anticipation, policy orientation, policy evaluation and stimulation of public debate.

All articles 2006-22 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.