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The 2026 FIFA World Cup crowned the Spanish National Team as world champions while simultaneously generating intense activity across social media, digital media and other online platforms. Every match, every individual performance and every event involving the team left an immediate footprint in the digital ecosystem, shaping a narrative that evolved from the opening match […]

Every World Cup goes beyond sport to become a genuine social phenomenon. For several weeks, millions of fans comment on matches, analyse refereeing decisions, celebrate goals, and debate the performance of players and coaches across social media and digital media. With the competition now entering its decisive stage, and following Spain’s progression to the quarter-finals, […]

Erripagaña is one of the most unique urban developments in Navarre. Although its residents perceive it as a single neighborhood, administratively its territory is divided among several municipalities: Pamplona, Burlada, Huarte, and Valle de Egüés. This situation has created a complex reality over the years, in which a single community coexists under different administrations, regulations, […]

On May 27, the International Day of Marketing will be celebrated, an initiative promoted by the European Marketing Confederation (EMC) with the aim of recognizing the value of marketing in organizations and society, while also highlighting the contribution of the professionals who drive its evolution every day. At Ikerfel, we want to join this international […]

At Ikerfel, we had the privilege of supporting Newlink Spain in a highly strategic project: the development of Costa Rica’s new international tourism campaign for Europe, recently presented at ITB Berlin. Our contribution focused on the early stages of defining and validating the creative strategy, with the aim of identifying which of the proposed conceptual […]

Basque industry is accelerating its transition towards sustainability, according to the latest Industrial Ecobarometer 2025 by Ihobe, developed with the participation of Ikerfel in the fieldwork and preliminary report drafting phases. The public company Ihobe, attached to the Department of Industry, Energy Transition and Sustainability of the Basque Government, has recently published the Industrial Ecobarometer […]

We share some key findings from the latest analysis carried out by Ikerfel for Madrid City Council, recently presented by the Deputy Mayor and Municipal Spokesperson, Inmaculada Sanz Otero, highlighting how Madrid residents perceive the evolution of their city and its public services. The results of this study are based on a survey conducted between […]

In recent years, brand listening has established itself as a key tool to understand how consumers and users talk about brands, products and categories. Analysing real conversations has made it possible to detect trends, anticipate risks and enrich market research. Today, however, the way people search for information and make decisions is changing. As consumers, […]

Recently, SPRI published in its section “The Basque Company Blog” an interview with Joseba Ezpeleta and Jesus Oleaga, which delves into Ikerfel’s trajectory and vision, as well as the main challenges and opportunities we face today. In the conversation, they review Ikerfel’s origins —from our foundation in 1985 as a market research institute— and how […]

The return of September marks a decisive moment for companies: the economic year enters its final stretch, and at the same time, strategic lines and horizons to pursue in the next fiscal year begin to be defined. While it may seem distant, it is not so far away. A turning point for clear planning The […]