From ENIGMIA, in collaboration with the association Royal Spanish Concordwe are very proud to present a report that analyzes in depth the evolution of the first 10 years of the reign of His Majesty King Felipe VI. "Ten years of Felipe VI's reign, impact and usefulness of the Crown in Spain". This report provides the reputational evolution, institutional impact and usefulness of the Crown in Spain, is the result of an innovative process that combines Big Data, Artificial Intelligence and analytical rigor.

This report explores the evolution and the current state of Felipe VI's reputation and the Royal Household is the result of the application of the AI analysis models from ENIGMIA Reputation.

An innovative methodology to analyze the reputation of King Felipe VI

For this report, ENIGMIA Reputation has used an artificial intelligence analysis system that combines semantic analysis techniques and natural language processing to evaluate how public figures and institutions are perceived in the media, social networks and other information platforms. In other words, an exclusive model designed to analyze the reputation and information quality of public figures and institutions. 

Massive data collection (Big Data)

More than 120,000 documents and information were analyzed, both traditional and digital, as well as other information platforms. This allowed us to capture a complete perspective of media coverage and its impact. Thanks to our large data processing capacity, we are able to analyze a large volume of information in different languages. 

Each news item is classified using artificial intelligence (Machine Learning and Deep Learning) and natural language processing. This classification is done based on:

• The entities (brands and persons) mentioned.
• The level of prominence of these entities in the news
• Whether the coverage is positive or negative.
• The audience and location of the media

Creation of the Reputational Index (RI)

Each news item receives, based on these parameters, a numerical indicator ranging from 0 to 100, evaluating its impact on the reputation of the brand mentioned. This indicator, called "Reputation Index" or RI, is one of the main elements that make ENIGMIA Reputation a unique solution.

The IR is not only generic, but is also broken down into different dimensions and attributes, allowing for a specific analysis of each area of interest of the institution. This approach guarantees an impartial, rigorous and evidence-based analysis.

Analysis of King Felipe VI's popularity by key dimensions

The IR analysis is organized around dimensions and attributes, which provide an understanding of the factors that influence reputation. This model combines a global vision provided by the dimensions with a specific approach through the attributes.

• DimensionsThey represent general areas in the evaluation, such as leadership or citizenship. These dimensions are essential to analyze the perception and performance of the institution.
• AttributesAttributes: Concrete elements within each dimension that specify measurable or identifiable aspects. Attributes allow to go deeper into particular details that make up each dimension.

The dimensions analyzed in this report are as follows: 

• Leadership: Evaluation of Felipe VI's ability to generate confidence and lead at key moments.

• Citizenship: Relationship of the monarch with the values and concerns of society.

• Governance: Transparency, exemplarity and compliance with democratic norms.

• InnovationAdaptation to technological and social changes.

• DemocracyContribution to the prestige and international representation of Spain.

• PerformanceEfficiency and profitability of the monarchical institution.

Key findings of the report

The report also highlights the challenges the Crown has faced in adapting to the demands of the 21st century. This journey through the main milestones of her reign allows us to identify the factors that have defined her legacy and to understand how her role has evolved in a changing environment.

The report contains an analysis of aspects such as the budget of the Royal Household, state trips, official acts, the evolution of its IR over time, the 10 main milestones that have marked his reign, reputation by Autonomous Communities, in international media and the most important issues by size and attribute.

Among the main conclusions of the report are:

• Austerity and Efficiency: The Spanish Royal House is the most austere in Europe, with a financial management model that prioritizes sustainability.
• Social and Territorial Cohesion: Felipe VI has played an essential role in critical moments to maintain the unity of Spain.
• International Representation: The monarchy's diplomacy has strengthened Spain's image abroad.
• Transparency and Modernization: The reforms implemented during his reign have increased public confidence in the institution.
• Adaptation to Critical Contexts: The monarchy's response to challenges such as the COVID-19 pandemic demonstrates its ability to deal with exceptional circumstances with leadership and sensitivity.

These conclusions offer a clear and comprehensive view of the impact of the reign of Felipe VI, highlighting both his achievements and areas of opportunity for the future of the institution.

Artificial Intelligence and Big Dara at the service of corporate communications 

ENIGMIA specializes in transforming information cascades into useful and strategic information. Our commitment to transparency and objectivity has been crucial in the development of this project, which not only celebrates a decade of monarchical leadership, but also provides a valuable diagnostic for future decision making.

With this collaboration, we reaffirm our goal of positioning ENIGMIA as a benchmark in the use of artificial intelligence and Big Data to analyze reputational impact.