Exactly correct Jethro, Primula japonica type. Needs a nice moist soil in sun or dappled shade, prefers a situation where the air is moist too, like western Scotland ;D
Papaver orientale hybrids are dead easy grow anywhere plants. When they have finished flowering cut down the foliage like one is supposed to do with geraniums and it will regrow strongly. Plant something later flowering to fill the gap.