Market Research 2010 by Strathclyde Students' Union

UNIVERSITY OF STRATHCLYDE STUDENTS’ ASSOCIATION

YOU SAY WE DO | MARKET RESEARCH | 2010

Introduction

Contents

You Say We Do! Market Research 2010 In an attempt to gather data about Strathclyde students and their use and perceptions of the Union the University of Strathclyde Students’ Association (USSA), in conjunction with a research company CTC commissioned and designed a piece of market research to help reach a firmer understanding of what the student demographic needs, wants and envisions for their Students’ Union in 2010 and beyond. With cash incentives to fill in an online survey of approximately 45 questions a teaser poster campaign to stimulate interest was launched in November 2009. The following week our targeted marketing campaign involved posters on campus, throughout halls and the Union; Facebook and Twitter posts; a direct homepage link set up on the PC bank on Level 5 of the Union; email links to Group & Club Convenors and the wider student population via the University Pegasus system.

Chapter 1

Our aim of getting a sample large enough to allow us to draw conclusions (5-10% of the 16,000 student population) was achieved with almost 1000 students filling in our questionnaire over a 2 week window and here are the results!*

Chapter 3

• Our Students

Chapter 2 • Association Value

• Student Voice

Chapter 4 The research aimed to generate a broad overview of how we are perceived by those who use our services and those who don’t. We asked for narrative answers to some areas so that we could use the survey results to highlight areas where we are doing well but also so we could build and improve the quality of provisions at the Union for the future. The following chapters have been split into the main areas that the research covered; we think they make interesting reading and hope you do too!

• Support Services

Chapter 5 • Involvement

Chapter 6 *The following chapters are edited highlights. Please feel free to browse the full survey results at www.strathstudents.com/yousay where they are available to view & download. Now you have had your say, watch this space to see what we have done and are doing to create a better Students’ Association run by students, for students.

Market Research 2010

• Social Environment

Chapter 7 • Communication

Chapter 1 Chapter 1 - Our Students Finding our demographic The survey was filled in by just fewer than 1000 students at Strathclyde. We were able to gain a good number of responses across the years and faculties. YEAR First year: 29% Second year: 21% Third year: 18% Fourth year: 13% Postgraduate: 18%

FACULTY Engineering 29% Science 23% LASS 22% Business 15% Education 10%

This gives us confidence that we had a broad spectrum of responses.

Q6. WHAT DISTANCE DO YOU RESIDE FROM THE MAIN CAMPUS? Number of Response(s) Response Ratio

less than 1 mile

269

28.4%

1-3 miles

184

19.4%

3-10 miles

195

20.6%

10 miles +

284

30.0%

No Responses

1.4%

Total

946

100%

Table 1 All students response to question 6

Student lifestyle Several questions were asked of students about their daily activities and lifestyle to find out what students at Strathclyde are doing in between classes and studies. Some of the key findings are shown below.

Distance from campus A key point to note is how far students are from the main campus which means time spent in travelling to and from University everyday. 50% live more than 3 miles from the main campus (30% live more than 10 miles) See Table 1.

Employment 50% of students at Strathclyde have a part time job. Most likely to have between 7 – 19 hours a week (34%) See Table 2. The data shows that those working between 13 – 19 hours are largely in the 1 – 3 year. Interestingly, those working more than 20 hours a week appear to be largely postgraduate students. See Table 3, Graph 1.

Q9. NUMBER OF HOURS PER WEEK YOU WORK IN PAID EMPLOYMENT Number of Response(s) Response Ratio

479

50.6%

1-6

7.3%

7 - 12

179

18.9%

13 - 19

140

14.7%

20+

7.2%

No Responses

<1%

Total

946

100%

Table 2 All student responses to question 9

www.strathstudents.com/yousay

Our Students

40 25

Number of Students

35 30 25 20 15

10 5

5 0

0 1

PostGrad

Year of Study

PostGrad

Year of Study

Graph 1

Graph 2

Students’ year of study working between 13-19 hours a week

Students’ year of study working over 20 hours a week

Q3. WHAT YEAR OF STUDY ARE YOU IN?

Number of Response(s) Response Ratio

24.2%

10.1%

27.8%

24.6%

20.7%

21.7%

15.0%

5.7%

PostGrad

12.1%

PostGrad

36.2%

No Responses

0.0%

No Responses

1.4%

Total

140

100%

Total

100%

Table 3

Table 4

For above graph 1: students who work between 13 – 19 hours a week

For above graph 2: students who work more than 20 hours a week

Market Research 2010

Chapter 1 Employment and distance from main campus

90 80

Number of Students

Engaging with students who live further away or who spend their time in paid employment is a challenge the Association faces. Below shows a group of students who work more than 13 hours a week and who live more than 10 miles from campus. Graph 3 and Table 5.

100

70 60 50 40 30 20 10 0 1-3 miles

Less than 1 mile

3-10 miles

10 miles +

Distance from Main Campus

Socialising trends and expenditure Students largely only have between ÂŁ10 â&#x20AC;&#x201C; 30 a week to spend on socialising. They also prefer to socialise on Fridays and Saturdays. Graph 4 and Table 6, Graph 5 and Table 7.

Graph 3 Students with a part-time job of more that 13 hrs

Q3. STUDENTS WHO WORK MORE THAN 13 HOURS A WEEK Number of Response(s)

less than 1 mile

1-3 miles

3-10 miles

10 miles +

Table 5 For Graph 3 above: Students who work more than 13 hours a week

www.strathstudents.com/yousay

Our Students

300

700

600

Number of responses

Number of Students

250

200

150

100

500

400

300

200

100

0 Nothing

Under £10

£10 - £20

£20 - £30

£30 - £40

Monday

£40+

Tuesday

Wednesday

Thursday

Friday

Saturday

Amount

Graph 4

Graph 5

Amount spent on socialising a week

Day of the week students prefer to go out

Q16. HOW MUCH IN AN AVERAGE WEEK WOULD YOU TEND TO SPEND ON SOCIAL/ENTERTAINMENT ACTIVITIES?

Q15. WHICH NIGHTS OF THE WEEK DO YOU TEND TO GO OUT?

Number of Response(s) Response Ratio

Nothing Under £10 £10 - £20 £20 - £30 £30 - £40 £40+ No Responses Total

8 110 276 260 163 117 12 946

<1% 11.6% 29.1% 27.4% 17.2% 12.3% 1.2% 100%

Number of Response(s) Response Ratio

None Monday Tuesday Wednesday Thursday Friday Saturday Sunday

49 61 312 259 290 643 636 127

5.1% 6.4% 32.9% 27.3% 30.6% 67.9% 67.2% 13.4%

Total

946

100%

Table 6

Table 7

For Graph 4 above: All student responses to question 16

For Graph 5 above: All student responses to question 15

Market Research 2010

Sunday

Day

Chapter 2 USSA makes a positive difference As an organisation owned and run by Strathclyde students it is important to find out what the student body think of their Union. As shown in below, 75% of Strathclyde students feel that the Association makes a positive difference to their life at University. See Chart 1, Tables 1 and 2.

The Union a strong factor in University choice The Association also has an effect on prospective students with 36% of Strathclyde students considered the Association a factor in their choice of the University of Strathclyde. Taking the first year responses alone, the survey showed that 45% of new students took into account the Students’ Association when choosing their University. See Tables 3 and 4.

No 23%

“The Students’ Association contributes greatly to my overall university experience - both on a social and educational level” “The Students’ Association makes a positive difference to campus life because it encourages you to get involved in events happening in and around the university, and makes university more enjoyable.”

No Responses 2%

Yes 75%

Chart 1 I believe that the Students' Association makes a positive difference to my life at University

www.strathstudents.com/yousay

Association Value

Q12. I BELIEVE THAT THE STUDENTS’ ASSOCIATION MAKES A POSITIVE DIFFERENCE TO MY LIFE AT UNIVERSITY

Number of Response(s) Response Ratio

Yes

710

75.0%

Yes

235

86.7%

218

23.0%

13.2%

No Responses

1.9%

No Responses

0.0%

Total

946

100%

Total

271

100%

280 Comment(s)

76 Comment(s)

Table 1

Table 2

All student responses to question 12 for Chart 1

First Year response to question 12 … 87% of first years think USSA has made a positive difference in their university experience

Q11. WAS THE STUDENTS’ ASSOCIATION AND UNION FACILITIES A FACTOR IN YOUR CHOICE OF UNIVERSITY?

Number of Response(s) Response Ratio

Yes

340

35.9%

Yes

123

45.3%

590

62.3%

146

53.8%

No Responses

1.6%

No Responses

<1%

Total

946

100%

Total

271

100%

Table 3

Table 4

All student response to question 11

First Year response to Question 11

Market Research 2010

Chapter 3 “The Association should be working to build lines of communication with those who make decisions. It shouldn’t be that discussions are only held when we have a problem - they should be regular and encourage discussion on both sides.”

The Union as a representative organisation The Students’ Association exists, first and foremost, to represent students at Strathclyde to the University and on a local and national level. Several questions in the survey were geared towards asking students what they thought of the Association as their representative. An overwhelming majority of students when asked if the they thought that the independence of the Association from the University was important said that it was quite important (as opposed to not very or not at all) and 45% said it was very important. As the voice for the student body the Students’ Association believe firmly in the principle that the Association should be run by students for students, independence from the University is vital to maintain this. See Table 1. We asked student about what issues were important to them and found that fees and funding as well as course quality were the two areas students felt we as an Association should be spending time on. See Table 2. Support for an independent student-run Association is not reflected in the same way when students were asked of their involvement in the decision making bodies. 23% said they vote in student elections regularly (combined with sometimes takes the figure to 55%) which compared to our voter numbers year by year is fairly high. Only 7% said they attend the AGM and 6% use the Student Council regularly which are the main decision making bodies within the Association and keep the elected representatives accountable. Class Reps are better used, with 48% making use of them either sometimes or regularly. Our challenge as an Association is to encourage students to get involved with the running of their Union – to be involved with those decision making bodies. See Table 3.

Q43. HOW IMPORTANT DO YOU THINK IT IS THAT THE STUDENTS’ ASSOCIATION IS INDEPENDENT ENOUGH FROM THE UNIVERSITY TO TELL THEM WHAT STUDENTS THINK? Number of Response(s) Response Ratio

Not at all important

3.4%

Not very important

7.5%

Quite important

340

35.9%

Very important

422

44.6%

No Responses

8.4%

Total

946

100%

Table 1 All student response to question 43

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Student Voice

Q41. WHICH ARE THE ISSUES THAT YOU FEEL THE STUDENTS’ ASSOCIATION SHOULD MOST CONCENTRATE ON IMPROVING WITH THE UNIVERSITY? Top number is the count of respondents selecting the option. Bottom % is percent of the total respondents selecting the option. Scale: 1 equals most important: Fees and funding New Union building Course quality Feedback Library facilities Computer facilities Laboratory facilities Study space Other

1 249 29% 88 10% 218 25% 66 8% 48 6% 37 4% 26 3% 91 11% 34 4%

2 139 16% 77 9% 211 25% 82 10% 90 11% 93 11% 40 5% 99 12% 26 3%

3 109 13% 71 8% 115 13% 89 10% 157 18% 113 13% 58 7% 130 15% 15 2%

4 80 9% 63 7% 83 10% 110 13% 163 19% 173 20% 79 9% 95 11% 11 1%

5 75 9% 74 9% 77 9% 108 13% 143 17% 158 18% 98 11% 95 11% 29 3%

6 74 9% 85 10% 56 7% 102 12% 123 14% 136 16% 127 15% 121 14% 33 4%

7 61 7% 108 13% 43 5% 157 18% 80 9% 92 11% 166 19% 111 13% 39 5%

8 46 5% 196 23% 34 4% 119 14% 43 5% 45 5% 211 25% 88 10% 75 9%

9 24 3% 95 11% 20 2% 24 3% 10 1% 10 1% 52 6% 27 3% 595 69%

122 Comment(s)

Table 2 All student responses to question 41 Q31. HOW WOULD YOU DESCRIBE YOUR CURRENT INVOLVEMENT WITH THE STUDENTS’ ASSOCIATION? (TICK A LEVEL THAT YOU FEEL DESCRIBES YOUR CURRENT LEVEL OF PARTICIPATION IN THE FOLLOWING) Top number is the count of respondents selecting the option. Bottom % is percent of the total respondents selecting the option. Never Sometimes Regularly I am involved with student Clubs and Societies 500 226 180 55% 25% 20% I am involved in Student Groups 657 160 75 74% 18% 8% I am involved in the Sports Union 581 158 156 65% 18% 17% I make use of Students’ Association bars 268 353 284 30% 39% 31% I make use of Students’ Association food venues 305 396 200 34% 44% 22% I vote in student elections 402 294 209 44% 32% 23% I make use of the Student Representative Council 692 145 56 77% 16% 6% I attend the Big Student Meeting 708 124 61 (Association General Meeting) 79% 14% 7% I make use of the Class Reps 473 322 112 52% 36% 12%

Table 3 All student responses to question 31

Market Research 2010

Chapter 4 Support Services Almost 60% of our students would come to USSA if they had a problem and 82% believe we are a safe, non judgemental environment. Tables 1 and 2. 92% of first years believe it is a safe non judgemental place. Table 3.

Advice Support & Knowledge ASK is the Union’s free independent advice and support centre which can assist with any personal, financial and academic problems, as well as helping with stress and any queries in a confidential manner. ASK also provides free condoms (in a discreet manner!) to students all year round. Results: Almost 70% believe that it is important that ASK is independent from the University support services. Nearly 70% had heard of ASK services but only 7% had actually used it. The two biggest services wanted from ASK were – student loan and fees advice (62%) and academic advice (51%).

Nightline Nightline is a student volunteer led confidential listening and information service run by Strathclyde and Glasgow Caledonian Unions. Nightline allows students to talk to someone, anonymously about their problems, whether those are university problems, relationship/ family problems or anything else that may be worrying them. Nightline also provides a practical information service, like a taxi or pizza number, exam timetables and even cinema times.

Support Services “My questions were answered extremely quickly and I was impressed with the advice they gave me.” “The advice I received was very helpful and gave me the answers I needed to sort out the problem I was in.” Q22. I FEEL USSA IS A PLACE THAT I CAN GO TO IF I HAVE A PROBLEM Number of Response(s) Response Ratio

Yes

557

58.8%

367

38.7%

No Responses

2.3%

Total

946

100%

Table 1 All student responses to question 22 Q23. I BELIEVE USSA IS A SAFE, NON JUDGEMENTAL ENVIRONMENT Number of Response(s) Response Ratio

Yes

557

58.8%

367

38.7%

No Responses

2.3%

Total 136 Comment(s)

946

100%

Table 2 All student responses to question 23 Q23. I BELIEVE USSA IS A SAFE, NON JUDGEMENTAL ENVIRONMENT Number of Response(s) Response Ratio

Results: 71% had heard of Nightline. Overall, we have had positive feedback that students are aware of the ASK Nightline service that we provide and feel that it is important that this service is independent from the University.

Yes No No Responses Total 34 Comment(s)

246 22 3 271

90.7% 8.1% 1.1% 100%

Table 3 All First Year responses to question 23 10

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Chapter 5

Involvement

Q31: HOW WOULD YOU DESCRIBE YOUR CURRENT INVOLVEMENT WITH THE STUDENTS’ ASSOCIATION? Involvement

Never

Sometimes

Regularly

Clubs and Societies

500 (55%)

226 (25%) 180 (20%)

Sport Union

581 (65%)

158 (18%) 156 (17%)

Student Groups

657 (74%)

160 (18%)

75 (8%)

Table 1 Partial result of Q31 - all student response

Q18: USE OF THE LEVEL 7 INVOLVEMENT ZONE (ALL STUDENT RESPONSE) never

once/ twice

quite often

often

694

138

77%

15%

Table 2 Partial result of Q18 - all student response

This years Freshers’ Fair combined clubs, societies, student groups and traders in a larger venue creating our biggest success yet! With 15% stating the Clubs Fair was their Freshers’ Week highlight this would indicate an interest from the student body to get involved in the clubs, sports and student

Market Research 2010

activities we have on offer. See Table 1. While the Club’s Fair was a hit those who know of and regularly use the base of our Clubs and Societies (the level 7 Involvement Zone) are very few. See Table 2.

There are a lot of good activities being carried out, what may lack is the promotion of it”

Chapter 5

Involvement

Q33. TO WHAT EXTENT DO YOU AGREE/DISAGREE WITH THE FOLLOWING STATEMENTS ABOUT THE USSA SPORTS UNION? Top number is the count of respondents selecting the option. Bottom % is percent of the total respondents selecting the option. Disagree The Sports Union is easy to join

I know where to get more info about the Sports Union

The Sports Union helps me to develop skills

No experience of/don’t know Agree a little

Agree a lot

445

172

262

48%

19%

28%

262

247

330

28%

27%

36%

558

174

145

61%

19%

16%

The Sports Union helps

496

163

219

to add to my University experience

54%

18%

24%

The Sports Union has adequate resources and facilities

456

217

195

49%

24%

21%

Table 3 All student responses to question 33, highlighting the use of the Sports Union Q35. TO WHAT EXTENT DO YOU AGREE/DISAGREE WITH THE FOLLOWING STATEMENTS ABOUT THE USSA CLUBS AND SOCIETIES? Top number is the count of respondents selecting the option. Bottom % is percent of the total respondents selecting the option. Disagree They are easy to join

I know where to get more info about them

They help me to develop skills

They help to add to my University experience

They have adequate resources and facilities

No experience of/don’t know Agree a little

Agree a lot

444

237

187

48%

26%

20%

115

373

260

170

13%

41%

28%

19%

529

197

163

58%

22%

18%

505

173

213

56%

19%

23%

565

185

110

62%

20%

12%

Table 4 All student responses to question 35, highlighting the use of Clubs and Societies

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Chapter 5

Involvement

“Participation numbers could be increased by advertising the benefits of the different aspects of the Students’ Association through emails”

Q34. TO WHAT EXTENT DO YOU AGREE/DISAGREE WITH THE FOLLOWING STATEMENTS ABOUT THE USSA STUDENT GROUPS AND VOLUNTEERING OPPORTUNITIES? Top number is the count of respondents selecting the option. Bottom % is percent of the total respondents selecting the option. Disagree They are easy to join

I know where to get more info about them

They help me to develop skills

They help to add to my University experience

They have adequate resources and facilities

No experience of/don’t know Agree a little

Agree a lot

612

156

115

66%

17%

12%

126

453

221

118

14%

49%

24%

13%

638

136

126

70%

15%

14%

606

137

153

66%

15%

17%

680

129

75%

14%

Table 5 All student responses to question 34, highlighting the use of the Student Groups & Volunteering

Market Research 2010

Chapter 6 “I think that the Students’ Union does a fantastic job of bringing everyone together, and is a great place to study, hang out and socialise.”

Social Environment Q18. HOW OFTEN DO YOU VISIT/ USE THE FOLLOWING UNION FACILITIES? Barony Bar Gameszone The Scene The Lounge The Priory Vertigo

Never 214 (23%) 221 (245) 331 (36%) 441 (49%) 369 (41%) 384 (42%)

Infrequently 306 (33%) 271 (29%) 319 (35%) 300 (33%) 340 (38%) 378 (42%)

Quite often 238 (26%) 254 (27%) 168 (18%) 115 (13%) 138 (15%) 123 (14%)

Often 164(18%) 178 (19%) 91 (10%) 50 (6%) 58 (6%) 24 (3%)

Our venues USSA continues to be a hub for the social needs of students whilst on campus, with a unique mix of social events, entertainment and group interaction within a safe and socially responsible environment.

Working together All our services work in tandem to provide the diverse range of leading edge student services that help shape USSA’s core principles.

Table 1 All student responses to question 18

Q31. HOW WOULD YOU DESCRIBE YOUR CURRENT INVOLVEMENT WITH THE FOLLOWING: Never Sometimes Regularly I make use of Association Bars 268 (30%) 353 (39%) 284 (31%) I make use of Association Food Venues 305 (34%)

396 (44%)

200 (22%)

Table 2 Partial result of Q18 - all student response

Q17. WHAT % OF YOUR WEEKLY SOCIAL EXPENDITURE DO YOU CURRENTLY SPEND IN THE UNION? None Under 10% 10 - 30% 30 - 60% 60 - 90% 90%+ No Responses Total

Number of Response(s) 227 302 219 139 43 6 10 946

Response Ratio 23.9% 31.9% 23.1% 14.6% 4.5% <1% 1.0% 100%

Table 3 All student responses to question 17

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Chapter 7

Communication

Targeted communication The Association communicates with students in many ways, via email, notice boards, poster and flyer campaigns, SRC, word of mouth via the active Executive and PR staff, social media and the USSA website. Interestingly the result shows that over 76% of students prefer to be contacted via email (See Table 1) with the figure jumping to 82% when first year responses are analysed. The trend appears to be going towards more internet based advertising but there are still 50% of students who prefer to find out about the Union by notice boards and posters.

Q36. HOW WOULD YOU PREFER TO FIND OUT ABOUT ACTIVITIES IN THE UNION? Number of Response(s) Email 722 Noticeboards /posters 476 Fliers 248 PR staff 196 Social media (Union Barony Bar facebook page) 283 Website 341 Other 24 Total 946

Response Ratio 76.3% 50.3% 26.2% 20.7% 29.9% 36.0% 2.5% 100%

Table 1 All student responses to question 36

Q40. OUR WEBSITE WWW.STRATHSTUDENTS.COM HAS RECENTLY BEEN RE-BRANDED - HOW OFTEN DO YOU USE IT? Didn’t know about it Never Sometimes Frequently No Responses Total 72 Comment(s)

Number of Response(s) 250 159 452 64 21 946

Response Ratio 26.4% 16.8% 47.7% 6.7% 2.2% 100%

Table 2 All student responses to question 40

Q38. DO YOU READ THE STUDENT NEWSPAPER THE “STRATHCLYDE TELEGRAPH”?

“The re-branding seems to be an upgrade in quality.” “The new design is very appealing, I love it”

Market Research 2010

Yes No No Responses Total 217 Comment(s)

Number of Response(s) 505 419 22 946

Response Ratio 53.3% 44.2% 2.3% 100%

Table 3 All student responses to question 38

Chapter 7 Communication objectives The Executive, along with the Communications Department have commissioned this research to assess changing demographics and student awareness of the Association. Some of the key communication aims are: To increase members engaging in the democratic processes and policy decision making. To increase membership of all clubs, volunteer numbers, attendees to all events and service users. Increased participation with the student media groups and increased use of the student media by the wider student body. To increase the numbers of students giving feedback on the association. To enhance the University of Strathclyde’s reputation by USSA as completing the exceptional student experience.

Communication Q39. HOW OFTEN DO YOU LISTEN TO THE STUDENT RADIO STATION, FUSION? Didn’t know about it Never Sometimes Frequently No Responses Total 102 Comment(s)

Number of Response(s) 394 402 105 25 20 946

Response Ratio 41.6% 42.4% 11.0% 2.6% 2.1% 100%

Table 1 All student responses to question 39

Q37. EVERY STUDENT RECEIVED A MAILING AT THE BEGINNING OF THE ACADEMIC YEAR PLEASE GIVE US SOME FEEDBACK ON IT’S CONTENTS Number of Response(s) I didn’t receive it 290 I didn’t find it useful 166 I found it quite useful 386 I found it very useful 62 No Responses 42 Total 946 160 Comment(s)

Response Ratio 30.6% 17.5% 40.8% 6.5% 4.4% 100%

Table 2 All student responses to question 37 Further research is planned for 2010 and a regular feedback platform has been launched. This concludes our edited highlights. Please feel free to browse the full survey results at www.strathstudents.com/yousay where they are available to view & download. For more information contact marketing@theunion.strath.ac.uk

Q37. EVERY STUDENT RECEIVED A MAILING AT THE BEGINNING OF THE ACADEMIC YEAR PLEASE GIVE US SOME FEEDBACK ON IT’S CONTENTS Number of Response(s) I didn’t receive it 70 I didn’t find it useful 28 I found it quite useful 142 I found it very useful 22 No Responses 9 Total 271 40 Comment(s)

Response Ratio 25.8% 10.3% 52.3% 8.1% 3.3% 100%

Table 3 All First Year responses to question 37

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USSA | MARKET RESEARCH | 2010 University of Strathclyde Students’ Association, 90 John Street, Glasgow, G1 1JH The University of Strathclyde Students’ Association is a charity registered in Scotland, No:SC005914