CAF and iNNpulsa Colombia Conduct Impact Assessment to Learn about Colombians’ Perception of Entrepreneurship

Entrepreneurship is a key element in fostering a country’s business activity and productivity. In light of this fact, and with the purpose of creating public policies aimed at improving perceptions of the value of entrepreneurship as a productive activity, CAF—development bank of Latin America—and iNNpulsa Colombia—a key business development agency in the nation—conducted an impact assessment to measure the effects of Misión Impacto, a television program that identifies, acknowledges and supports Colombian entrepreneurs with positive social impact initiatives.

The study used an experimental methodology, with a focus group watching a video compilation with several episodes of the show through a specifically designed virtual platform, and a control group that watched Soldados 1.0, a similar program, but with contents not related to entrepreneurship.

The effective study sample included 2,415 people in both the focus and control groups. Following the initial phone call to the participants, the study was divided into two phases, the first consisting of a profiling survey, the viewing of the corresponding video by groups, and a survey immediately thereafter on the contents of the program. The second phase was an exit survey to measure the variables 21 days later.

The results of the study are near completion, and will measure the potential of audiovisual tools in helping change Colombians’ perception of entrepreneurship.