Plan de investigación corporativo | IKERFEL

A comprehensive research plan to deeply understand the social reality, the EITB offering, and the key players that make up its ecosystem.

We analyze EITB’s image and positioning, its audiovisual activities and products, and the current and emerging needs of its stakeholders. We help the public entity understand how to remain relevant to the new consumer in a constantly evolving digital ecosystem, while ensuring its public service mission in the Basque Country.

Ikerfel measures the progress EITB has made as a leading entity for the social transformation of the Basque Country. This major objective includes two types of studies:

Studies that measure social perception of corporate activities, the content of its products and services, and the social value generated by these actions.
Studies that are more targeted at the specific needs and concerns of the group’s stakeholders (audiovisual sector, clients, advertisers, Board, etc.).

Some of the studies developed in recent years include:

EITB’s image and brand in its market.
A study of EITB’s social, economic, and cultural value to society.
Positioning and satisfaction study for the Primeran TV platform.
Launch study for audiovisual products Guau and Makusi (audio platforms, children’s content, etc.)
Potential and positioning study for Orain, a WhatsApp news channel.
Impact and image study for EITB’s
Ekin project: the group’s contribution to the challenges facing Basque society.
2023 characterization study of the Basque Audiovisual Sector.
Audiovisual consumption among young people in the Basque Autonomous Community.
Study of the EITB group’s musical offering.
Study of the personnel needs, training, and demands of the Basque audiovisual sector.

presentadora de eitb haciendo una retransmisión en directo

Applied Methodology.

Within this Research and Study Plan, different quantitative methodologies are combined.

Computer-assisted telephone interviews (CATI Ikerfel Survey System).
Online interviews (CAWI Ikerfel Survey System).
Face-to-face interviews (CAPI Ikerfel Survey System).

Quantifying opinions, attitudes, and assessments about EITB.

While EITB also conducts other qualitative and prospective studies, this Plan focuses on studies that need to quantify the opinions, attitudes, and assessments of the Basque communication group’s main stakeholders.

As an example of the methodological scopes developed:

EITB’s image and brand in its market.

1,251 CATI telephone interviews were conducted in the Basque Autonomous Community and the Chartered Community of Navarre, with the general population over 18 years of age.

This sample breakdown provides a sampling error of ±2.83%, for a confidence level of 95.5%.

EITB’s social value and impact study.

1,601 CATI telephone interviews were conducted in the Basque Autonomous Community and the Chartered Community of Navarre, with the general population over 18 years of age.

This sample breakdown provides a sampling error of ±2.50%, for a confidence level of 95.5%.

The research plan helps highlight EITB's contributions to culture, sports, education, society, and specifically youth.

First conclusions.

The results of these two studies, which we use as examples, are published on www.eitb.eus and point to the following conclusions in three key areas:

In the social sphere,

EITB acts as a driver of transformation, highlighting issues such as equality, mental health, sustainability, and immigration, areas where there is room for improvement. Questions were also raised about the children’s and youth content offered by EITB, where the perception of value is very high.
Furthermore, a new section has been added to explore the impact and usefulness of EITB in daily life, where citizens believe there is an opportunity to generate more value.

In the areas of culture, sports, and training,

citizens confirm the important role of EITB in preserving the Basque language and as a promoter and access point to sports.
They also believe that it creates a strong bond between people and the region, and that it promotes learning through its content.
For their part, the cultural entities and institutions in the region that participated in the study perceive EITB as a benchmark partner, as it is an amplifier of their activities and a strategic collaborator.

This study of the value and impact generated by EITB includes a specific chapter dedicated to youth.

For young people, despite their audiovisual consumption focused more on OTTs, EITB is an emotionally connected medium.
Furthermore, they consider it a unique medium, different from all others, that connects them with the region and its people.

You can consult the latest reports here.