European cross-border regions are characterised by different trends, not always in corresponding to cooperative features. This contribution draws two ideal-types of cross-border relations, namely cooperative and conflictual, and analyse how three Swiss border regions fit with these ideal-types. The study is conducted within a "demand-side" perspective. Using a comparative survey among citizens of three border regions, the chapter highlights how different forms of territorial identification display and the expectations toward cross-border cooperation. Focusing the citizen's opinions is certainly not irrelevant as they might legitimise the main orientation of cross-border decision-makers across different border regions. The results confirm citizens' opinion reflect the diversity of cross-border relations, that is more cooperative (Basel), more conflictual (Ticino) and "in-between" (Geneva).