Country Perception Database

How countries see each other—largest global study to date

Why this report matters

In a world increasingly defined by global competition, strategic rivalry, and shifting geopolitical narratives, understanding how nations are perceived on the world stage has never been more essential. The Country Perception Database offers unparalleled access to the most comprehensive global dataset on international country reputation, capturing how the world’s largest 100 nations are viewed by their neighbors, key trading partners, and culturally or strategically aligned countries. 

Drawing on insights from over 100,000 respondents across more than 100 countries, this data-rich report examines the evolving national image, soft power influence, and global trust of major players such as the United States, China, and Russia. It also tracks which countries maintain the strongest international relationships—and which face diplomatic or reputational challenges—based on their economic reach, foreign policy posture, and cultural presence in the global arena.

What’s inside

• Global reputation assessment: A comprehensive overview of how countries are perceived worldwide, based on approval ratings from neighboring nations, strategic partners, and culturally aligned states, offering valuable insights into country brand strength and international image.
• Trends in superpower perception: In-depth analysis of year-over-year shifts in the global favorability ratings of leading nations, tracking how geopolitical dynamics, foreign policy actions, and media narratives shape the perception of major global powers.
• Bilateral relationship mapping: A detailed look at mutual public sentiment between countries, highlighting where international relations are strongest and where perception gaps are most pronounced—crucial for understanding diplomatic alignment and public diplomacy challenges.
• 70-Page report with global demographic breakdowns: Includes raw data for 100 countries in XLS format (aggregate level) with segmentation by age, gender, income, education, urbanicity, employment status, and ethnic minority background—supporting audience profiling, cross-national comparisons, and data-driven soft power analysis.

Who this is for

This report is a critical resource for:

• Foreign ministries, diplomats, and public affairs teams shaping nation branding and soft power strategy
• Think tanks, academics, and media analysts covering global reputation trends
• Multinational companies assessing country risk and market perception
• Tourism boards and trade agencies working to enhance national image abroad

What makes it unique

• Global reach: Over 100,000 people surveyed across 100 countries
• Deep insights: Segmentation by country, key demographics, political system, and more‍
• Used by leading institutions: Referenced by global organizations, media outlets, and governments