TAMS User Research
The TAMS User Research project focuses on improving understanding of how a Talent Attraction and Migration Service for Scotland can meet migrant users' needs. The research includes objectives, methodology, engaging migrant lived experience, and insights from interviews with recently arrived migrants in Scotland. The goal is to attract people to Scotland, support successful moves, and enhance the TAMS digital platform for information and support.
TAMS User Research
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TAMS User Research TAMS User Research An MPS Research Project April-June 2023
Contents OBJECTIVES AND METHODOLOGY KEY TAKE AWAYS ATTRACTING PEOPLE TO SCOTLAND SUPPORTING SUCCESSFUL MOVES TAMS FORMAT AND CONTENT WEBSITE LOOK, LAYOUT AND FEEL
Objectives and Methodology
Objectives: Objectives: The overarching objective of the research is to improve understanding of how a Talent Attraction and Migration Service for Scotland can meet migrant users needs for information and support. This feeds into the user engagement aspect of TAMS discovery phase helping to refine assumptions on the scope and outputs of the service. 1.People from anywhere in the world are attracted to come and live in Scotland. 2.Employers can use the immigration system effectively and efficiently to help meet their skills needs. 3.People can easily move to Scotland and settle into their communities. 4.Users can access the service through a single digital platform. As part of Scottish Government s population strategy TAMS seeks the following outcomes: 1.The information people need when considering migrant destinations and what might attract them to Scotland 3.The topics and issues people need help with on reception and settling in after a move to Scotland 4.How best to present the required information for users, including strengths and weaknesses of existing websites providing a similar service MPS Research supports outcomes 1, 3 and 4 with greater understanding of:
Methodology Engaging Migrant Lived Experience through peer research Peer Research Focus Group with 4 migrant peer researchers Desk based research 28 Interviews were conducted with recently arrived migrants in Scotland using peer researchers mainly drawn from MPS Migrant LEx Panel. Focus group discussed preliminary analysis of findings from interviews. The research approach, survey design and focus group discussion was informed by a review of existing online resources to attract and support migrants. The survey questionnaire combined open and closed questions exploring migrant users needs and preferences for receiving information and support. Participants explored existing websites/online resources and discussed their strengths and weaknesses. Interviewees ranked and prioritised themes and topics Participants shared additional insights from their discussions with interviewees and their wider lived experience as migrants working in migrant sector support organisations. Following perusal of a wider range of sites the following were selected as examples for in-depth comparison in the focus group discussion: Interviewees shared experiences, challenges and decision-making processes from their own migration journeys. (London; Copenhagen; Germany; New Zealand )
Interview participants Gender 28 recently arrived migrants to Scotland 25 arrived since 2021 3 arrived since 2019 23 respondents had never been to Scotland before moving here, 4 had been to Scotland previously for a short visit (less than 3 months) and 1 had previously lived in Scotland for over a year. 25 had come to Scotland directly from the country of origin, 2 had moved from with the UK and 1 from elsewhere. 18 had not previously lived in another country outside their country of origin (although 3 had lived in 3 or more other countries) Age groups 2 8 20-29 4 Male, 12 30-39 Female, 16 40-49 50-59 60-69 5 9 Current Occupation Employed full- time 1 2 Employed part- time 4 11 Self-employed 1 Looking for work 4 Volunteer work 1 4 Student
Interview participants Visa Groupings Countries of Origin: Ethnic Identities Hong Kong (9) Nigeria (5) Ukraine (3) Malawi (2) Uganda (1) USA (1) South Africa (1) Russia (1) Romania (1) Italy (1) China (1) Chile (1) Brazil (1) 3 2 2 3 10 10 6 6 6 8 Asian, Scottish/British Asian Protection Visa (BNO/Ukraine) African, Scottish/British African Work Visa White Study Visa Mixed/Multiple Ethnic Group Dependent Visa Other Other
Migrant User Needs TAMS Design TAMS Content Online resources are a key and preferred source of information. Clear Purpose with a clearly identified audience is key. Strike the right balance between information resources and more personal/exploratory content (e.g.: testimonials, podcasts, stories etc.). Positive view of government sites However, higher expectations mean official sites are more likely to attract criticism Most are confident of their ability to access online information (although less confident about online interactive advice) User friendly navigation Searchable and easy to (re)find information information presented with guidance on sequences and processes involved (e.g.: step-by- step or how-to guides) Be more than a reference site - this is an act of planning and of imagining. Keep to what is relevant and appropriate for a government site do not seek to replicate a civil society offering but signpost to other resources and only provide tasters. User needs are varied, but there is a clear shift from planning to exploratory mindsets pre and post arrival. Demonstrate Welcome. The site should perform, rather than proclaim, welcome. Potential to develop interactive tools (quick check; FAQs; most used pages; chat function) Demonstrate an understanding of integration (retention) as a two-way process by text that balances what we want/need with what migrants want/need. Content seeking to attract migrants should not overpower content to help migrants in the process of planning a move. Too much attraction content risks looking touristy . Represent diversity in the images used and in ensuring translatability of content. Potential to develop a Quick Check function drawing on currently publicly available data on SQF levels, sponsorship license holders and SOL. Ensure any tools are clearly useful for migrant users (not only for professionals/advisors with contextual knowledge). Ensure site built to optimize auto-translate and similar functions. Keep focus and function reviewed and updated (based on user feedback). Top 5 topics remain relatively constant across stages and subgroups Some information much more relevant to specific subgroups More detailed information often needed later good navigability and clear tabs help migrants access the content they want at different stages and in different states of mind.
Attracting People to Scotland
What made you choose Scotland? Interviewees were asked to discuss their reasons for choosing Scotland Open-ended answers showed multiple factors in most stories: I applied and got a job offer that was very promising, so I responded, and I had read and heard from others that Scotland was a very nice place to live (Male, 20-29, Romania, Employed full-time) I found it a comfortable place, where I don t have to worry too much about bills. A safe country with lots of opportunities and support. I have found it generally a welcoming place, which is why I would like to stay with my partner. A place I would like to raise children (Female, 20-29, Italy, Volunteer Work) London's living index is too high, so we are looking for other cities. We have a friend in Scotland. Scotland's (seaside) weather is nice. (Female, 50-59, Hong,Kong, Employed part-time)
What made you choose Scotland? Lifestyle/culture/environment Personal connections (family/friends in Scotland) Opportunities for study (HE) Scotland as welcoming Grouping answers into themes reveals: Significance of soft levers lifestyle, culture, friendliness, welcome Importance of personal connections and positive stories Practical concerns cost of living, welfare, jobs Scotland as family friendly Positive experiences of others Welfare/third sector support Cost of Living/affordable property Job opportunities Previous visits 0 2 4 6 8 10 12
The significance of personal ties? Before arriving in Scotland did you have any networks in Scotland? 14 12 10 Existing ties and networks certainly important but not decisive: Over a third of interviewees had no networks in Scotland before moving Focus group discussion highlighted potential for website to include migrant stories and podcasts and provide links to other sites and networks 8 6 4 The government should not try to replicate [civil society networks], but it can act as a conduit. The German site was helpful with its webinars and events and links to other organisations that might offer more cultural services for example . 2 0 (Focus Group participant) Friends None Family Online platforms (non-work related) Work and professional networks
Online resources both government websites and others are amongst the most used sources of information. Can be viewed as unhelpful, especially if hard to navigate or if fall below (high) expectations of reliability. Friends and family most favoured source but: not everyone has access to this information may be incorrect So, TAMS could be both a primary and complementary information resource. Sources of information used when planning move to Scotland Accessing information before a move 30 25 20 15 10 5 0 Used - helpful Used-not helpful Not used
Supporting Successful Moves
Share of responses 66% and over Immigration and Visas Rules applying to me Employment Healthcare Housing Childcare/ Education NA Planning a Move Rights and duties as tenant Whether my qualifications are recognised Permission to access Fees and Charges Cost of charges/insurance Permission to work Rules applying to immediate family Rules applying to relatives How to rent or buy 50-65% How to look for a job How the system operates NA Extending visas Right to work checks Prior to moving access to clear and reliable information is important Biometric Residence Permits Utilities and costs 33-49% Getting NI number NA School enrolment careers and training Info on tax and pensions Asked about this stage interviewees gave clear priority to information relating to formal processes especially those linked to visas and immigration, but also employment and healthcare Costs Assessing education options What documents are needed Below 33% How to register How to get prescription medications How to set up a business Early years provision Accessing Further Eductaion
Information and support needs on arrival Share of responses 66% and over Immig & Visa Employment Healthcare Housing Childcare/ Education Accessing Further Education Right to work checks Information on tax and pensions How to register Rights and duties as tenant How to get prescription medications Extending visa Careers and training How to rent or buy Rules applying to me Permission to access healthcare services Getting a NI number Utilities and costs Rules applying to immediate family How to look for a job What documents are needed Clear shift in mindset from focused planning (pre-arrival) to exploratory (post-arrival) across all topics. How system operates Cost of charges /insurance 50-65% Fees and Charges Permission to work Homelessness advice Assessing options Biometric Residence Permits How to set up a business School enrolment Information on a far wider range of issues is seen as necessary post- arrival. Whether qualifications are recognised Costs 33-49% Rules applying to relatives Early years provision Below 33%
Issues and stages Within a topic there are stages in the migration journey where different types of information become relevant. Helpful to present information with these stages in mind. Provide not just information on a topic, but guidance on the sequence of steps needed. Helpful if website covers the broad range of issues in ways that allow users to skim over sections Some information will only be relevant to certain subsets of migrants (e.g.: regarding childcare or specific cultural or religious services). This helps raise awareness of support resources that can be returned to at later stages (especially helpful re: emotional/mental health supports) Think through and test how to provide this information effectively so it does not exclude or stereotype particular people or groups.
TAMS Format and Content
Preferences for accessing online information There was a strong appetite for specific online information and government websites. Users place high value on the reliability of information on government websites and can be very critical if expectations not met. Remarkably few concerns about using online information reported with most not being concerned overall. Interactive content is desirable but raises the most concerns about accessibility. Language can be an issue ensure that auto-translate functions work (also for interactive elements). Preferred source of information to help with move to and settlement in Scotland specific website with info one to one advice online or in person internet search Other Receiving newsletter or bulletin 0 5 10 15 20 25 30 Anticipated difficulties with accessing online information Accessing advice through an online interactive tool (eg: chat facility) non user friendly navigation (User friendly services need to be key) Reading information in English Accessing a website to read information All possible with support cannot determine reliability of the information. Cannot find the right source of information / website Reading badly-translated information, 0 2 4 6 8 10 12
Features Site should balance: Clear, reliable and informative content Links to practical resources Human interest stories and examples Personal testimonies and visual content can be helpful to attraction aim, but it is also important to provide information that recognises potential challenges and ideally signposts sources of support. Signpost to relevant sources of advice and support both within and external to TAMS. FAQs, Quick Check functions, flow charts all helpful if done well. Scope to use current data on sponsorship licence holders and occupational classifications to develop a Quick Check function for migrant users and employers.
Website Look, Layout and Feel
Review of existing sites Eight existing sites were reviewed, and five discussed in detail with the focus group: Copenhagen International House Copenhagen | International House Copenhagen (kk.dk) Germany Working, studying, living in Germany (make-it-in-germany.com) New Zealand Live & Work New Zealand (immigration.govt.nz) London Migrant Londoners Hub | London City Hall Scotland The Official Gateway to Scotland | Scotland.org Focus Group participants also considered how the TAMS site would sit alongside relevant UK government webpages e.g. Visas and immigration - GOV.UK (www.gov.uk)
Website Main Tabs Notable Features Landing Page Registration Services Events Jobs & Career Meet Us Information on registration with the state and how to get support in completing this Jobs and Career courses aimed at migrants in Copenhagen (Students, Spouses) Events mix of targeted/specific events and general Copenhagen Welcome International House Copenhagen is your one-stop for registration services, events, and career programs to welcome you as a newcomer in Copenhagen and many other municipalities. International House Copenhagen | International House Copenhagen (kk.dk) Working in Germany Study and Training Visa and Residence Living in Germany Services Quick Check Function Contact us (email, chat, FAQs, Hotline) Events and Webinars targeted to user needs Flowcharts and Overviews of the system Germany Strapline: Working in Germany: the official website for qualified professionals Working, studying, living in Germany (make-it-in-germany.com) Choose New Zealand Move to New Zealand Live in New Zealand Work in New Zealand Study in New Zealand Invest and Innovate in New Zealand Lots of information laid out in progressive sequences: 6 steps to Before you apply, when you arrive logistics for getting started Interactive planning tool general information: stages of settling in and migrant testimonials New Zealand Live and Work New Zealand: the official government guide to living and working in New Zealand Live & Work New Zealand (immigration.govt.nz) Visas and Immigration; Citizenship, civic and democratic participation; Employment and Welfare; Health and Wellbeing; Education and Training; Housing and Homelessness Interactive map of services (filter by service type possible) Specific specialist areas: information for professionals FAQs by topic subcategories London Landing page: As part of the Mayor's promise to champion London's diversity, we're providing information to welcome new arrivals to our city and support migrant Londoners with information about their rights. Migrant Londoners Hub | London City Hall About Scotland Live Work Visit Study Business Events and Festivals Inspiration Real mix of information on here much of it more promoting Scotland as a destination Links to external sites with criteria and requirements site itself includes broad range of informationfor an audience wider that migrants/prospective migrants. Scotland The Official Gateway to Scotland | Scotland.org Video and Poetry about Scotland Scotland is kindness, respect and generosity. Scotland is determination, creativity and curiosity. We are castles, lochs and mountains. We are students, explorers, innovators. We are Scotland and good things live here. We ve come a long way and you could too.
Site design should support TAMS aims for both attraction and retention A reliable source of clear, accessible information
A reliable source of clear, accessible information German site does this particularly well. Almost universally viewed as informative with a clear focus and clear, consistent messaging, although this was very focused on work and highly skilled migrants. New Zealand site also seen as informative and combining this well with a creative, welcoming feel. Informative sites can be undermined if poorly labelled (or badly translated), hard to navigate or overly officious. The registration services page of the Copenhagen site was very good but poorly labelled. It actually works really well that it is a one-stop shop that is comprehensive and simple. Its good to have a check list of formalities you need to have completed. The Gov.UK site was viewed as a trusted source of accurate information but not at all welcoming. It has too much jargon and is very hard to navigate. It can be easier to link to the information you want from a google search rather than from within the site.
Site structure and navigability are paramount Focus Group participants reflected that this had been a key theme in conversations with interviewees. It should be easy not only to find information once, but to easily come back to it when you need it. New Zealand site was seen very positively as welcoming and easy to navigate with its staged structure and tabs. I like the way each tab takes you through a process (to find a job, or a school). It s not just the bare information, it s a how to guide. Sites that required too much scrolling (e.g.: London) were harder to navigate.,
A user friendly, welcoming and balanced tone It needs to be immediately obvious who and what the site is for. Strike a good balance between attraction and retention. This means including a welcoming, positive and personable aspect, but avoiding an overly optimistic, sanitized good news only approach. The New Zealand site did this best: the settlement curve and other resources that support migrants facing practical and emotional challenges were greatly appreciated by the focus group. Whilst recognising some similar approaches, the focus group felt strongly that the www.Scotland.org site got the balance wrong. They viewed the site as too general and touristy They thought the site s focus on a number of different audiences including visitors had the result that migrants were likely to feel the site is not aimed at them and is not relevant to them. the wide range of tourist events and attractions advertised took away from a focus on people seeking to move to and settle in Scotland.
Interactive content and wider links Focus group participants were enthusiastic about well-designed and carefully thought through interactive features, but critical of those which were poorly targeted, hard-to-use or unsuitable to migrant needs. The interactive features (chat and FAQs) on the German site were very well received. Participants liked the quick check function for how vacancies match to Skilled worker visa requirements Well thought out links to information sessions and other services were seen as a bonus: The site had a lot of very helpful webinars and events, and links to other organisations that might offer more cultural services etc. By contrast, the London map of services was viewed as a nice idea but one that was unlikely to meet migrant user needs in practice It might be more helpful for service providers or for politicians wanting to advertise what is available. It s not so helpful for migrant users as it doesn t give enough information on what kind of service is actually on offer. Users first question is not where something is, but whether it will meet their needs.
Inclusivity and feedback mechanisms Images and visual content are important and images should help migrant users to feel there is a place for them in Scotland. Therefore, the sites images should include visually ethnic or migrant people in a wide range of settings and roles. Focus group participants stated strongly the importance of thinking about languages needs and how the site might work with auto-translate or not, including for chat and interactive functions It would be useful for the site to have a feedback mechanism so it can respond to user needs and how these evolve and identify any unintended consequences early.
THANK YOU Find out more about us: www.migrationpolicyscotland.org.uk
