How the Universidad de Salamanca is influencing the future of public service broadcasting

The Universidad de Salamanca may have been founded in 1218, but it remains one of the most innovative universities in Europe. In the Faculty of Social Sciences, the team has used Qualtrics to do extensive testing on audiovisual content, helping public service broadcasters understand their audiences better than ever. Across the university, 1000s of students rely on the survey platform to power their research.

With our research, we’re delivering real insight into media consumption across a wide spectrum of Spanish society. It’s invaluable information to regional public service broadcasters, national media and the government.

Dr Félix Ortega Mohedano

How Universidad de Salamanca closed the experience gap

Analysing public service broadcasters

In Spain, many regional television channels deliver programming in the local dialect. Felix’s research looks into consumption of regional-language content, and compares attitudes across Spain. His research provides insight into how Spaniards of every race, age, gender and sexual orientation perceive public service broadcasters and the kind of content they want.

Testing out audiovisual content

Felix’s research team is looking to gauge how audiences respond to a whole host of public service content. And their task is made simpler as it’s easy to embed audiovisual content within Qualtrics survey questions and distribute the survey to a wide group of people.

Studying the right people

Felix and his team used Research OnDemand to assemble their panel and ensure they were surveying the right people. They’ve been able to segment their panel by various demographics and get richer insight into how different communities in Spain consume content.

Connecting to academics around Europe

Faculty are able to collaborate beyond the university’s 4 walls, as it’s easy to share data with Qualtrics users at other universities. Using Qualtrics has actually kickstarted entirely new projects, as teams are able to share ideas and build bonds with academics around the world.

In 5 years, I predict 50% of Spanish academic institutions will be using Qualtrics. In June 2018 we presented on the benefits of Qualtrics at the International Congress of Communication AEIC-Salamanca. And within our university, we’re running summer school classes on using Qualtrics and getting the most out of it during your studies.

Dr Félix Ortega Mohedano

1 . 5k - 3k

students using the platform

40 - 50

university collaborations made possible by shared use of Qualtrics


estimated national or EU-funded projects

Why Qualtrics?

Peer recognition

The university first heard of Qualtrics from a team of American colleagues – so impressed were the research their colleagues had gathered, Felix and his department took a closer look at the platform behind it.

Ready-to-go survey respondents

The team worked with Research OnDemand to recruit the right people for their studies, segmenting by various demographics in order to get richer insight into media consumption around Spain.

Easy collaboration

The best research often doesn’t happen within a single university – it’s the result of great minds coming together from across institutions. Qualtrics facilitates this kind of working, with secure cloud storage and the ability to share results with both users and non-users of Qualtrics.

24/7 support

Research moves fast, and teams don’t want to be held up if they can’t get something to work. Our 24/7 support team makes sure that never happens – we’re always on the end of the phone to solve any problems and get research moving again.

See how Qualtrics can power your research today!

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Salamanca received the title of ‘University’ in 1218, when it was granted by King Alfonso X. It is Spain’s oldest university, and the third oldest university in the world. Its grand main building is one of the main sights in the central Spanish town of Salamanca. Today, the university has around 28,000 students and nearly 2,500 academic staff. One notable alumni is Miguel de Cervantes, author of Don Quixote.