The Scottish public view wild deer as one of Scotland’s most important and iconic wildlife species. However there are a range of perceptions – positive, negative and indifferent associated with wild deer. NatureScot commissioned this study to identify how best to understand this diversity of perceptions. This will help NatureScot increase its understanding of and promotion of sustainable deer management and will support the delivery of Scotland’s Wild Deer: A National Approach and the Code of Practice on Deer Management. The study tested the effectiveness of a range of qualitative and quantitative techniques to identify the most effective research methods to understand public perceptions of wild deer management.