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Your Ultimate Guide to Philippine Market Research in 2024 

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Disclosure: Small Business Philippines strives to provide relevant and accurate information in all its articles. However, some information in our articles may differ or might be outdated from what you can see or read directly from the establishments’ or businesses’ websites. Please get in touch with us directly for any discrepancies.

Market research is the process of gathering essential information about your target audience, industry trends, and competitors to make informed business decisions. Specifically tailored to the Philippine context, Philippine business market research involves analyzing local consumer behavior, cultural preferences, economic conditions, and emerging market opportunities. This invaluable practice empowers entrepreneurs and business owners to refine their products, services, and marketing strategies for optimal success in the Philippines.

Why Is Philippine Market Research Essential?

When should you conduct market research, target audience analysis, competitor insights, industry trends and market potential, 1. online surveys and questionnaires, 2. in-depth interviews, 3. data analysis tools, 1. define your research objectives, 2. identify your target audience, 4. design research tools, 5. collect data ethically, 6. analyze and interpret data, 7. apply insights strategically, 1. social media listening, 2. local collaborations, 3. language and cultural sensitivity, key takeaways.

Market research isn’t a mere option; it’s a business imperative. By delving into the specific needs, desires, and pain points of the Philippine market , you gain a competitive edge. This knowledge enables you to develop products and services that resonate deeply with your audience, positioning your brand as a solution provider rather than just another business . In a dynamic landscape like the Philippines, where consumer preferences can shift rapidly, staying ahead of the curve is paramount to sustained success.

Market research is not a one-time endeavor but an ongoing process that should be integrated into every stage of your business journey. Whether you’re launching a new product, expanding your reach, or adapting to changing market dynamics, market research informs your decisions at each turn. From the inception of your business idea to regular check-ins as you grow, timely research ensures that you’re always aligned with the evolving needs of your target market.

Where to Focus Your Philippine Market Research:

Understand your potential customers’ demographics, behaviors, preferences, and pain points. This knowledge aids in crafting personalized marketing messages and tailoring your offerings to match their needs.

Analyze your competitors’ strengths, weaknesses, and strategies. This helps you identify gaps in the market and opportunities to differentiate your brand.

Stay up-to-date with trends, emerging technologies, and changing consumer preferences within the Philippines. Recognize untapped market potential that aligns with your business goals.

How to Conduct Effective Philippine Market Research

Create surveys to collect data directly from your target audience. Platforms like Google Forms, SurveyMonkey, or local alternatives can be utilized for this purpose.

Conduct one-on-one interviews with consumers to gain deeper insights into their thoughts, feelings, and behaviors related to your industry.

Leverage data analysis tools to interpret the collected information effectively. Tools like Google Analytics and social media insights offer valuable metrics.

Step-by-Step Guide to Philippine Market Research:

Clearly outline what you aim to achieve with your research. Whether it’s understanding consumer preferences or evaluating market potential, defined objectives streamline your efforts.

Create detailed buyer personas representing your ideal customers. This helps in tailoring your research to gather the most relevant insights.

3. Choose Research Methods

Select suitable methods such as surveys, focus groups, or online analytics based on your objectives and target audience.

Craft well-structured surveys or interview questions that extract valuable data without overwhelming participants.

Ensure participant consent and privacy while collecting data. Adhere to ethical guidelines to maintain trust and credibility.

Use data analysis tools to identify trends, patterns, and correlations. Translate these findings into actionable insights.

Implement the gained knowledge to refine your offerings, enhance marketing strategies, and align your business with the Philippine market’s demands.

Examples and Tips for Effective Philippine Market Research

Monitor social media platforms for discussions, comments, and reviews related to your industry. This provides real-time insights into consumer sentiments.

Partner with local influencers or businesses to gain insider perspectives and connect with your target audience more authentically.

Craft surveys and questions in the local language, respecting cultural nuances to encourage open responses.

Mastering Philippine business market research in 2023 is your pathway to success in a competitive environment. By understanding your target audience, staying attuned to industry trends, and making informed decisions, you can position your business as a market leader. Remember, market research isn’t a one-time task; it’s an ongoing commitment to excellence and customer satisfaction.

As you embark on your journey to conquer the Philippine business landscape , remember that knowledge is your greatest ally. Commit to continuous market research and refine your strategies based on insights gained. Your business’s growth and success hinge on your ability to understand and cater to the unique demands of the Philippine market .

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Philippine marketing trends for 2021, backed by actual data

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Grace Adorable is Comm&Sense's Data and Analytics Officer. She spearheads the research and data analytics for clients' public relations and content marketing needs.

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When we greeted the year 2020, we didn’t think we’d have to go through one of the world’s worst crises in this century—the coronavirus pandemic.

Plans were rerouted as businesses were—and still are—faced with a myriad of uncertainties. Campaigns were put to a halt as COVID-19 demanded strategy recalibration following the changes in consumers’ lifestyle, attitude, and spending habits.

This resulted in a rapidly tech-savvier change in the marketing landscape. With mobility restrictions in place, more activities have been moved online as more people spend most of their time at home with their faces in front of the screen—away from brick-and-mortar stores and toward digital channels.

The new decade is here and it is only wise to predict what this year holds for the marketing industry to remain steadfast in the game. Here are the top trends that marketers in the Philippines should implement in 2021, based on the forecast and analysis from various global studies:

Brands that are more attuned to their purpose can expect a positive shift in their customers’ perception and preference towards them.

Findings from the 2021 Global Marketing Trends by Deloitte Insights show that 79% of their respondents take note of the brands that positively respond to COVID-19 to help their customers, workforces, and communities.

We’ve seen brands manifest this in countless ways, but mostly by toning down their hard-sell marketing. For instance, BDO Unibank offered a 60-day payment extension on loan payments to help qualified clients cope with the COVID-19 lockdown.

Burger King, on the other hand, recently broke the Internet for telling people to order from its biggest competitor , McDonald’s, and to other fast-food chains in support of the struggling businesses alike that employ thousands of staff. KFC paused their famed “Finger Lickin’ Good” slogan after 64 years, saying that it “doesn’t feel quite right” upon having the businesses and lives around the globe upended by the coronavirus.

This trend, according to Deloitte Insights, has proven that brands can get ahead of the game when they inherently understand why they exist and who they are best built to serve regardless of what they sell today. Purpose-driven marketing is what connects the brand to its brand identity and its commitment to its stakeholders.

More and more consumers are now shifting to digital commerce with mobility restrictions and anxieties still in place.

Recently, Comm&Sense conducted an online survey that asked the Filipino netizens about how they foresee their e-commerce behaviors changing once the pandemic is over. Assuming that they’re currently using tech-enabled platforms to accomplish errands, results show that paying bills (43%) and bank transactions (44%) are the top activities that the respondents will do more frequently. Other online activities involving medicines, remittances, food, health consultation, home, and clothes shopping will remain the same post-pandemic in terms of frequency.

These findings align with Accenture’s COVID-19 Consumer Research . The digital commerce trend is expected to continue post-outbreak as consumers reported that the proportion of instances they shop online will increase from 32% to 37%. These findings only confirm the burgeoning area of digital commerce worldwide, suggesting the need for a substantial investment in this channel, particularly in the Philippines.

In 2020 alone, the adoption of online as a channel for shopping markets in the Philippines showed a 1.3 times increase since 2019. There’s also a 1.3 times growth in the number of categories that Filipinos are buying online since 2019, based on a commissioned study by Facebook with Bain & Company .

Among the categories that showed significant growth in online retail penetration, groceries achieved the most dramatic growth as Filipinos became 2.7 times more receptive to buying them online in 2020. The study’s 2025 projection of gross merchandise value (GMV) in online retail also suggests that the industry-wide spending among Filipinos will grow 2.5 times, jumping from an average of $4 billion to $10 billion in 2025.

With COVID-19 and community quarantines in place, it is only expected in the coming years that the above mentioned forecast will grow further as more offline shoppers are moving online to adapt to homebound living.

The omnichannel future is no longer optional as audiences demand brands to go full with their digital capabilities.

Brands should be able to satisfy the full consumer journey in order to stay ahead of the competition. Setting up a website or social media presence is a start, but preparing for an omnichannel future also means developing internal capabilities and investing in proprietary assets such as having a digital marketing strategy and harnessing the power of tech and data analytics.

Facebook and Bain & Company’s study coined the trend Discovery Commerce as Southeast Asian consumers become more driven by openness to digital discovery. 62% of their respondents cited social media, short videos, and messaging as the largest source for discovering new brands and products. Meanwhile, 70% of intentional engagements happen through e-commerce, suggesting that consumers now recognize e-commerce as a platform for intentional purchase.

“Research online, purchase offline” no longer applies so marketing investments should be maximized to boost awareness about the brand and to generate leads. Digital marketing nowadays is a tough sport as more brands amplify their ads vying for the audience’s attention. This is why optimizing product visibility for customers through localized marketing reach can go a long way.

According to the Facebook study, consumers are more likely to consider the brand and its products provided that there’s the right assortment for pack sizing and tailored price positioning. This can go on a successful sales cycle when brands are working hard to enhance buying experience through seamless and efficient services.

Trust flourishes when brands are able to close the gap between what they say and what they do.

Comm&Sense conducted an online survey that asked the Filipino netizens’ opinions about those brands that take a stand. Accordingly, the online respondents trust a brand when they incorporate their programs to a good cause (91%), collaborate with non-profit organizations (87%), and create ads about their social stance (85%).

Deloitte Insights’ study underscored this—that having coordinated efforts are key to building trust. To keep a maintained relationship with customers and audiences, brands should be able to walk the talk in order to ensure that their intentions and competence are well-aligned.

Customers are 1.6 times more likely to purchase from them over competitors when they display humanity and 2.4 times more likely when they deliver their promises. When brands are willing to be held accountable and their intentions are congruent with their actions, that’s what makes building trust easier.

“Love lokal” is not just about buying locally sourced products anymore—it’s also about supporting community stores.

Among the emerging trends in the year 2021 is the growing love of consumers for local products—more specifically from community stores and micro businesses. This poses a significant influence on consumers’ brand decisions as more Filipinos become open to switching brands.

According to the study commissioned by Facebook , 48% of Filipino consumers have switched their most purchased brands in 2020 amid the pandemic. This makes the playing field more challenging as businesses have to be more innovative to maintain customer relationships.

Having limited mobility has made it possible for micro and small businesses to penetrate consumers within their communities. Despite the social distancing protocol that encourages people to stay apart, the burgeoning support to local community businesses is proof that it has only brought people together, one way or another.

As the world slowly rebuilds itself from the emotional and economic toll that’s brought about by COVID-19, 80% of consumers feel more or as connected to their communities—and 88% expect these connections to stay intact long after the virus is contained, based on Accenture’s data . With this trend, it is only recommendable that medium to huge enterprises are able to find ways to connect at the local level.

Marketers, creators, and communications professionals were all forced to adapt to the industry’s new normal. Knowing these trends will put brands in an advantage to navigate in the upcoming days.

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The future of marketing research

FINEX EDITORIAL TEAM

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Reynaldo Lugtu Jr. l July 29, 2022 l The Manila Times

IT was an opportune time to speak in front of marketing researchers during a Marketing and  Opinion Research Society  of the  Philippines Inc.  meeting as the profession is faced with shifts in consumer behavior, technology, data, and how companies and brands respond.

What will marketing research look like in 2030? The field involves the systematic gathering, recording and analysis of qualitative and quantitative data about issues relating to marketing products and services.

It’s important to peer into its future because it will affect how products and services evolve to meet customer needs.

To determine the possible future worlds of marketing research, we need to evaluate trends, signals, drivers, forecasts and artifacts. We examine consumer trends, technology shifts, the evolution of data, and how brands and companies are reacting.

One obvious shift is that by 2030, millennials (those born in the early 80s to the mid-90s) and Gen  Z’ers  (Generation Z) (born in the mid- to late 90s up to 2010) will dominate purchasing demographics. They are not only known for their need for personalized digital experiences but also for their environmental activism.

Based on the research by  Fujitsu , there will be a radical shift in conventional values of buying and owning products. Instead, intangibles such as care for the environment, health and wellness will make up the majority of consumption. As a result, there will be less demand for today’s status brands.

Because both millennials and Gen Z’ers are tuned in to the protection of the environment, there will be increasing concern for social issues and rising awareness of social contribution, which will result in the greater desire for ethical products.

In parallel, technological advancements will usher in the rise of the internet of the senses. According to  Ericsson  Research, urban early adopters expect that we will be using all our senses online by 2030. The widespread use of wearables and Internet of Things devices, coupled with high-speed wireless internet, will allow consumers to use their minds, and the senses of smell, sight, taste, touch and sound for realistic experiences.  Elon Musk ‘s Neuralink is already piloting the implantation of minuscule computer chips in human brains.

With the expected maturation of the metaverse, consumers will have individual avatars that transact and engage in a virtual world. And with large amounts of data being generated, we could have around 600 zettabytes, about 10 times more than today.

Companies and brands will respond by becoming more data-driven. They will create social networking services and analyze big data and other data-driven platforms to provide accountability across the enterprise and support decision-making. Retailers will create digital twins that will provide services to consumers with no distinction between the real and cyber. Retailers will focus on the personal consumer or customer, rather than mass, by providing accurate personal recommendations. Brands will enable their supply chains to be carbon-neutral to prove legitimate procurement, production and delivery that protect the environment.

With the confluence of these trends, forecasts and artifacts, what effects will they have on the future of marketing research? Marketing research firms and professionals will heavily rely on augmented reality and virtual reality tools for product concept testing, early stage product feasibility analysis and understanding consumer behavior.

Artificial intelligence will be commonplace to automate tasks, derive insights from large amounts of data and provide interactions using natural-language discussions with the aid of technology. They will be able to handle not only big data but also microdata as insights will be derived from minute behaviors of consumers.

Due to the highly emotive nature of social media, marketing research firms and professionals will rely on social listening platforms and qualitative research methodologies to better understand customer complaints, ideas and buying behaviors.

They will combine the capabilities of real-time research and agile market research, e.g., real-time data showing when a customer is looking for a product and survey data to help prioritize marketing efforts. This will be enabled by technology to provide a comprehensive perspective of a consumer’s past, present and future habits at the rate at which they change.

Lastly, sustainability will be the unique selling position of marketing research firms. Sustainable practices aligned to brands and consumers will also have business and brand benefits.

*** The author is the founder and CEO of Hungry Workhorse, a digital and culture transformation consulting firm. He is a fellow at the  US-based Institute  for Digital Transformation and teaches strategic management in the MBA Program of  De La Salle University . The author may be emailed at [email protected].

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Upholding the highest standards of Marketing Research in the Philippines

Marketing and opinion research society of the philippines.

To create an outstanding climate of support and be the center of excellence for market, opinion, and social research and analytics organizations and practitioners to advance the value of research in decision-making.

As the premier marketing and opinion research organization in the Philippines, MORES commits to unite the MR industry by providing distinction among its members through innovative workshops and trainings, seamless network access and resource sharing among professional members, and the maintenance of the high standards and ethics in the conduct of marketing research. 

  • Upgrade the research profession by promoting and ensuring that high standards are maintained by its members in the conduct of marketing and opinion research according to generally accepted scientific methods.
  • Promote public understanding and appreciation of the nature and value of research as a management tool.  
  • Formulate the Code of Ethics for members and to ensure observance of the Code’s provisions.
  • Foster fellowship among practitioners respecting each other’s professionalism and recognizing that trade secrets are to be respected.  
  • Serve as the focal point for the exchange of information and ideas.
  • Encourage the development of new techniques and methodologies in marketing and/or opinion research.
  • Serve as coordinating body to meet common problems and to act as spokesman of members whenever necessary.

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40 Years in Championing Professional Marketing Research

International market research day we invite you to join the start of the 2020 international market research day (imrd) opening ceremonies today, may 2, 2020. .

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1st General Membership Meeting Members and non-members are all invited to attend. Presentation of Corporate Membership package, 1SEC and other developments are to be discussed. See you all there!

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Practical Marketing Research

Esomar statement, get the latest mores news, about mores.

MORES  is the premier professional organization of marketing and opinion polling agencies, and market research practitioners in the Philippines. 

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Today’s front page, Sunday, March 24, 2024

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Market research: Bedrock of brand success

  • BusinessMirror
  • June 19, 2016
  • 10 minute read

By Roger Pe

WHAT is the difference between a salesman and a brand builder?

A salesman commoditizes his products and expects the cash register to continously ring merrily for him. He is sometimes a business copycat with a “Zagu mentality”—one who minimizes risk by lowering his price against prevailing market winds and does not care if his brand benefits are still relevant to the market.

A brand builder constantly innovates and improves his product. More important, he adapts to the business climate as it changes with the times. His advertising messages get noticed, connect and engage with consumers. His moves are spot on.

He does not believe in guesswork. He knows his business war and creates a plan with marketing savvy. He positions himself to strategically zero in on his target. He is able to do all of these because he does not sweep market research under the rug.

There are many products that do not become brands and, eventually, become brand failures. Blame it on the hit-and-miss salesmen who do not begin with the basic: market research.

“Everything begins with consumer market research, but businesses rarely undertake such studies for new product development and innovations, even testing new advertising campaigns,” says market-research expert Germaine A. Reyes, cofounder and managing director of Synergy Market Research and Strategic Consultancy.

The Philippines has seen millions of pesos wasted from failed new product introductions or mediocre advertising campaigns. “Even companies go bankrupt or retrench people, simply because research was not done at all, results were ignored, or research was improperly done,” Reyes laments.

To minimize chances for failure and maximize chances for success, it is imperative that one must think like a brand builder. “Do your homework. Do your research,” Reyes says.

What is market research? The etymology of research (re-search) comes from the Latin word sercier, meaning to go around in “circles” till one finds the answer. Reyes says market research is “like crime-scene investigation work—forensics to investigate not the crime scene, but the consumer scene.”

Smart marketers use it to know where your brand stands compared to competition. “Your innovation efforts for your brand that address consumers’ unmet needs can also be determined by a good market research,” she adds.

It is also a great way to test product and advertising concepts, including key messages to evaluate which ones your target customers can relate to.

Here is Reyes in a much deeper conversation about market research, its role on brand success and why you should invest on it now:

What is a great market research?

A great market-research study is one that achieves the objectives set for the study, but also provides other leads to achieve greater, strategic growth. Some examples are:

A focus group discussion (FGD) originally conducted to understand consumer perceptions toward a particular brand can also help sharpen a brand’s positioning and identify specific areas for improvement in a brand’s advertising executions.

Study to determine reasons for the weakening of a brand that can also unearth insights into a new product innovation for a potential brand relaunch.

A customer satisfaction study that provides idea on product quality and service provision enhancements but also emerges insights on relationship handling, specific communication for certain phases of the business, advertising and PR leads.

Why should companies invest on market research?

Market research is the first step in doing business. As Peter Drucker, the father of modern management, preached, “The purpose of business is not to make a profit, but to create a customer.”

The hallmark of the world’s biggest companies and most valuable brands is strong marketing and innovation anchored on their in-depth understanding of consumer brands superior to the competition.

No less than Steve Jobs insisted that development of technology must begin with consumers not in the laboratory. Indeed, everything begins and ends with the consumer.

What are the pitfalls of doing a business without market research?

Global research studies have consistently shown that a major reason for failure in business start-ups (>85 percent) and new product launches (>97 percent) is a lack of understanding of consumers.

Companies big and small have fallen into the trap of misreading the market and not developing a thorough understanding of consumer needs and wants, tastes and preferences, and validating if consumers would choose their brand over competitors.

An innovation that’s not hinged on a relevant consumer need will just be an invention because it answers a question that nobody’s asking.

How advanced is market research in the Philippines?

For the local subsidiaries of large multinational companies (MNCs), especially in the fast moving consumer goods (FMCG) sector, as well as for certain top 1,000 companies, the market research practice is far more advanced versus local counterparts.

The local companies, however, view research as a cost, rather than an investment, in building their knowledge about their customers in order to enhance and fit their products and services better with their customers.

This can put the local companies at a serious competitive disadvantage in the marketplace. We believe there remain substantial opportunities for local companies to drive their revenues and profitability by undertaking more comprehensive and in-depth consumer learning programs.

This is to make sure that consumers will continue to buy their brand and be resilient from competitive efforts. We need more CEOs who ask business questions to its internal groups, challenging the status quo and asking for a validation of their hypotheses or gut feel in order to stay ahead of the competition.

We need them to think of market research as an investment in order to make more targeted decisions rather than a trial-and-error decision-making type. A colleague once said, “need to postpone success [by doing research] rather than fail on time.”

What makes a great market-research company?

The end-all or be-all of great market research is not just to provide data, but to succinctly understand what’s working or not, how they can improve on their performance and what could be options to consider to make better, more informed decision-making.

This is much the same way that a king consults with his sage for words of wisdom—just like King Arthur and Merlin in Camelot. The market-research company serves as the think-tank and/or consumer consultant for the client-company.

Can you name a good case study with a good market research?

A petroleum company once was interested in purchasing a small competitor that it believed was the market leader in a niche that it was interested in. The market research revealed that it was not well-known to consumers as it was initially thought.

Likewise, the brand didn’t have the equity that the company assumed it did. So they put off plans for the purchase and saved a couple of hundred million pesos.

A company planning to introduce a new brand in a category that has few players thought that just by creating a lower-priced brand than the leading brand can effect switching.

It was found that lower price, per se, has to be coupled with a compelling reason (a differentiating factor other than just price) to effect switching from the leading brand, as there is hiyang factor to contend with.

Mothers of a certain socioeconomic group segment apparently were looking for something compelling to enable them to switch from their current brand.

Why is market research good for advertising campaigns?

In the words of advertising guru David Ogilvy, market research allows client and advertising agency to “test” their executions to obtain critical feedback on message comprehension and reactions, recall and purchase intent.

This should be done before millions of pesos are spent in final commercial production and the media to maximize mileage and avoid waste.

I have learned from my training in BBDO that a strategic campaign with a not-so-good execution is still better than a nonstrategic campaign with great execution. I am still a great believer in this.

How did you begin your career in market research?

I started in the advertising industry, conducting both qualitative and quantitative research for campaign development, serving as the extended research arm of our clients then, who did not have their own market-research group in their respective companies.

We provided inputs for strategic directions of advertising campaigns. The parlance for this eventually became “account planners.”

I graduated from the University of the Philippines with Bachelor of Science and Master of Statistics degrees. At this time, I endeavored to connect my learnings in statistics to the outside world.

When I started working, I ensured that when I talk about statistics and results, the layman’s perspective is set in place for better appreciation and adoption by decision-makers and customers.

I was trained by key research executives of BBDO New York. This is where I learned the strategic use of market research in advertising and brand development. This included knowing how BBDO’s proprietary tools can help emerge a brand’s SWOT [strengths, weaknesses, opportunities and threats], and key positioning learnings for strategic campaign development.

Our creatives then couldn’t move without the inputs from research re the consumers and their mind-sets. Even at that time [early 1990s] when “localization” was not yet a by-word, I recommended and helped localize the BBDO proprietary tools in the Philippine setting to ensure their relevant application in this market.

My biggest mentor was Mr. C. Patrick Garner, who was a Sergio Zyman close comrade. Zyman is touted as the Steve Jobs in the beverage or, probably, even the FMCG business.

Mr. Pat Garner continuously drove the business questions and utilized market research to obtain leads and/or answers to those business questions. My Coca-Cola stint helped me grow extensively and intensively in the use of market research for business decision-making.

I got ingrained with Pat’s principle: Research that not only gives the “whats,” but also the “so whats” and “now whats.” I’ve constantly endeavored to ensure that market research gives these. Otherwise, I feel that it’s shortchanging the users or customers with the power of market research in helping their brands and business grow.

What are some of your achievements and recognitions in the industry?

There’s not much market research awards provided in the country, but we have helped a client win awards in the recently concluded Quill Awards because of the studies we’ve conducted for them.

We have success stories to share: A real-estate companies sell their project developments in record-breaking time, given the relevant recommendations on how to position their project and tweak or improve their offerings.

A utility company, understanding the drivers for satisfaction, which, in turn, led to development of programs that benefited consumers.

Fine-tuning a utility company’s positioning for an innovative product, which helped alleviate consumer pain points. In another real-estate company, we provided inputs for the modernization and redevelopment of its flagship commercial center.

A telecommunications provider in the early-stage development of the broadband Internet market, not to mention the successful product launches in food and beverage industries.

What does it take to be a good market researcher?

Good market researchers should constantly be curious and want to learn the business and industry they are working in. They need to constantly ask “why” and should be willing to challenge current and/or proven notions, relating these with market realities and environment.

They should be bold in saying whether the product offering is good for launch, needs to refine before launching, or not launch at all. Some market researchers are “nice” in that they recommend launch of a product when the research says otherwise, or just base their recommendations from one metric when the other metrics are telling you something else.

From a client’s perspective, it is desirable for a market researcher to have a strong appreciation of any industry-market-company-brand to be able to design an appropriate consumer learning program that can identify key consumer insights, which can be leveraged as part of the client’s business plans and marketing strategies.

How would you like to be described as a market researcher?

We are a husband-and-wife team and we would like to be described as the market-researcher tandem, a sage business partner, a unique researcher with a synthesizing mind.

What is your brand like, your core competence and why should marketers engage with you?

From a three-time client: Synergy is not only very reliable and trustworthy in undertaking different types of market-research projects (qualitative or quantitative), but also effective and productive in proposing recommendations that have proven to be right on-target to deliver business results for three different clients in three different industries.

Other clients acknowledge Synergy is very innovative (unlike other agencies) and has the capability to customize research solutions according to a client’s research needs. In Germaine’s words, “The consumer is not a data point; no two consumers are alike.”

When clients engage Synergy, we assure them that we will immerse ourselves in their business and take on the CEO and brand person’s hats, so that they will receive inputs, leads and learnings that they can use already for their short- to medium-term planning.

Would a product reach success without market research?

Yes, because there is always the element of luck in business, but this is no guarantee. Once competition starts to grow, though, it becomes very difficult to compete.

Some companies engage in market research only when their market shares start to dwindle. This is instead of being able to defend their market position and continuously develop new avenues for increased volume and market share.

From a three-time client: In my own personal experience, I have learned that every time I attend an FGD or a consumer interview or a trade visit, there is always something new you can learn that you can adopt or adapt for your own business. Because wisdom, accummulated from knowledge plus experience, improves over time.

Other things you want to mention about market research.

I have attended conferences both in the Asia-Pacific region and in the US, and there are always talks about the need for market researchers “to up their game more than ever before.”

Clients want to engage senior market-research people who are able to share credibility in the boardroom, who can offer compelling recommendations on a client’s business objectives.

This trend benefits the agencies that have a closer or more focused relationship with clients. I would like to say that we’ve been doing this for the past 16 years and have seen the benefits to the business of our clients.

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Philippine Daily Inquirer: The marketing of a relaunch

The 2016 marketing campaign is the biggest campaign the Inquirer has launched.

The 2016 marketing campaign is the biggest campaign the Inquirer has launched.

For the 30-year-old Philippine Daily Inquirer, Oct. 6 was a historic day—a relaunch for this newspaper with a strong tradition of authoritative and investigative journalism as part of a multiplatform media company.

The 2016 marketing campaign is the biggest campaign the Inquirer has launched. I was honored to be invited to guide the Inquirer team through the process, to conduct a series of workshops that would take what was until then a much print-driven newspaper, to go for storytelling across the media quintet: smartwatch, smartphone, online, print, and tablet.

For 18 months, the Inquirer team and I worked to make sure that the important elements of journalism, design, technology, and marketing/advertising could come together to create the modern newspaper for the digital age.

Today, the Inquirer is not just on the breakfast table, but on mobile devices, on PCs, and on the watch readers adjust on their wrist on the way to work.

Research shows many readers consult two to three platforms in the course of a day: They may start their day looking at headlines on their smartphone, but then grab a copy of the print newspaper while having coffee, and then turn to the PC to read the Inquirer online edition at work.

Advertisers like print, but they are also moving fast to digital platforms, where especially millennials—those readers 25-35 years old—tend to gravitate.

According to the Global Digital Media Trendbook 2015, digital media continues to escalate to the number one ad spend category worldwide, following surges in mobile, video, and social media usage patterns.

With all the work that went into the Inquirer relaunch, it was important to tell everyone about the transformation of the Inquirer.

That’s why the role of marketing was key.

Chief Marketing Officer Charmaine Bautista-Pamintuan and her team made sure they understood every detail of our rethink project for the Inquirer.

In fact, I don’t recall a single workshop or meeting in which my Garcia Media team and I participated that did not include her and members of her team. They absorbed the many ideas that became part of this relaunch.

The goal of the project was to take a deep look at how the Inquirer presented news, and to come up with solutions and new approaches.

A visual evaluation was also part of the project, leading to a redesign that unified the various platforms visually.

For Charmaine and her team, the task was gigantic, as it is for news media marketing teams everywhere, and raised important questions:

How can we revisit our existing audiences and get them excited about what is new in an established product?

How can the Inquirer attract millennials, those coveted young readers that tend to read on mobile devices and show little loyalty to a single news brand?

How about advertisers, present and future? How could the campaign impress upon them that a modular positioning of ads would give their messages a better forum?

Phil Younghusband is one of the Inquirer’s ambassadors

Phil Younghusband is one of the Inquirer’s ambassadors

Charmaine’s goals were three-fold:

  • Protecting the mature adults and empty nesters already faithful to the Inquirer.

2 Regaining readers who had abandoned the Inquirer for more than a year.

3 Acquiring those new readers who barely recognized the Inquirer brand or had never tried it.

Once the targets for the campaign were defined, it was Charmaine’s task to consider the creative aspects of how to present the new product.

That led to the “day in a life” concept, which profiles people from different walks of life that engage with any of the platforms of the Inquirer.

We had emphasized the power of storytelling through our workshops, and Charmaine seized upon it.

“Everyone has a story to tell,” Charmaine said, “Everyone engages with information in different platforms, in varying degrees of engagement—whether through a quick glance or in a long form narrative—but what is truly inspiring is the spirit of the men and women behind the Inquirer and their passion for the Inquirer.”

She secured ordinary people and celebrities to tell their stories and how they related to the Inquirer. That’s how the ambassadors came into play.

Print spots urged readers to “experience the most engaging Inquirer yet.”

It was decided the actual campaign would not start until the newspaper relaunched. But Charmaine’s team started an internal launch campaign the week before, posting social media teaser lines, placing banners throughout the building, and eventually displaying giant screens hanging from the walls of the Inquirer building.

It was all a celebration of the Inquirer’s effort to present news across five platforms.

Finally, a series of public events introduced the new Inquirer, culminating in a gala function/trade show attended by top financial, advertising, media, and culture personalities in the Philippines.

This was one of the most splendid and successful marketing campaigns I ever participated in.

Collaboration and leadership were key to the project.

As Charmaine said, “It would not have been possible if not for the support of our CEO, Sandy Prieto-Romualdez, who believed that Filipinos deserved to see their Inquirer in a whole new light—content and design that is at par with global standards while keeping the heart and soul of the Inquirer at its core.”

The proof of the success of a campaign is in how it creates awareness for the new product.

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Based on the calls received, especially from new readers requesting the start of a subscription to the Inquirer, the marketing campaign hit a chord with the audience.

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Articles on Philippines

Displaying 1 - 20 of 117 articles.

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Deirdre McKay , Keele University ; Kelly Sheridan , Northumbria University, Newcastle , and Thomas Stanton , Loughborough University

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Noel Morada , The University of Queensland

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Krista Wiegand , University of Tennessee

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Tom Smith , University of Portsmouth and Ann Bajo , University of Portsmouth

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Joyce Javier , University of Southern California

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James Chin , University of Tasmania

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Tom Smith , University of Portsmouth

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David Ubilava , University of Sydney

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How the Philippines’ President Dutuerte weaponized a Filipino custom during  COVID-19

Yvonne Su , York University, Canada

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The Philippines is set for a fiery election, even without any Dutertes (at least for now)

Cleve V. Arguelles , Australian National University

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Lukasz Swiatek , UNSW Sydney

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The 2023 Digital Marketing Landscape in the Philippines

Digital Marketing Philippines

Digital marketing in the Philippines changes as fast as it grows. But what has changed in the past few years?

Digital marketing in the Philippines changes as fast as it grows after the rise of e-commerce and the still-growing power of social media marketing, digital marketing solutions for small businesses are now a necessary element for business success. But what has changed in the past few years? In this article, we will discuss the current digital marketing landscape in the Philippines.

First, let’s talk about some numbers. 

  • The country has over 76 million internet users, proving that the Philippines is on the frontline of an increasingly growing digital marketing landscape. According to Spiralytics , this was driven by Filipinos’ increasing reliance on technology for their day-to-day transactions. 
  • Ad spending in the country is continuously increasing, with an annual growth rate of 9.7 percent. According to experts , the state of e-commerce in the Philippines is expected to be worth $10 billion by 2025. 
  • Online shopping is now the norm. Numbers show that 62.5 percent of Filipinos have purchased a product or a service online. Moreover, 57.4 percent of shoppers checked out a brand’s website before buying. This underlines the importance of digital marketing in businesses, big or small. 
  • Influencer marketing remains relevant. Recent data shows that 70 percent of Filipino shoppers decided to buy a product or avail of a service after being endorsed by an influencer. Consequently, user-generated content is now one of the most preferred materials in digital marketing in the Philippines. This is because customers are more convinced to purchase after seeing real-life experiences from other users. 

What’s New for Digital Marketing in the Philippines?

Ever wondered what’s in and what’s out in the world of digital marketing? Here are some things expected to take over the landscape this year and in the future.

Social Commerce as a new way of shopping 

articles about marketing research done in the philippines

Social commerce, simply put, is the integration of online shopping on social media platforms. With social media still growing , consumers are looking for a more integrated experience. This lets them easily shop without jumping on a separate e-commerce website. Good examples of social commerce are Instagram and Facebook shops. 

Diversified Search is the new way of doing product research

articles about marketing research done in the philippines

The way the market experiences its Zero Moment of Truth (ZMOT) has changed more than ever. ZMOT is a phase in the customer lifecycle where one researches a product before purchasing. While it used to be mostly done by web search before, more and more people are now using diversified search to learn more about a brand. In this process, users utilize a variety of platforms to cull data via additional methods like image and voice search. 

This means businesses no longer have to optimize their digital presence for actual humans but for crawlers. Content should now be available in various formats, too. 

Artificial Intelligence is relevant now more than ever

articles about marketing research done in the philippines

AI has strengthened its stronghold in digital marketing solutions for small businesses to fulfill the need for doing repetitive tasks and heavy data analysis. Such is the impact that some members of the industry—from copywriters, artists, and strategists—are worried over its use for fear of making their specializations redundant. However, many digital marketing pros still agree that AI is only here to support the process instead of replacing humans in doing tasks. Read more about the impact of AI in digital marketing by checking out our article here. 

Personalization can set you apart from your competitors

articles about marketing research done in the philippines

Personalization of products and services still remains effective in digital marketing in the Philippines. As more and more audiences become immersed online, the market also grows increasingly more expectant of customized experiences for them. A classic example is the personalization of names in email marketing. Today platforms Netflix and Spotify’s recommended content is now considered the gold standard in the industry. 

Humanizing brands can bring you closer to your customers

articles about marketing research done in the philippines

Corporate social responsibilities and strong branding may remain important, but digital nomads are now expecting something more profound from the brands they follow. Advocacies, environmental, and political stances bring a new side to businesses and can help them gain stronger loyalty among their followers. Learn more about the impact of political posts in social media marketing by clicking on our article here. 

Be a Part of the Transforming Landscape

articles about marketing research done in the philippines

Digital marketing in the Philippines will transform more in the coming years. Businesses big and small should put a conscious effort into keeping up with the changes to have a winning chance in an increasingly saturated digital landscape.

Do you want to use the power of digital marketing to propel your business to new heights? Our team here at EightMedia can help. Finally, through our expertise in content marketing, social media marketing, digital ads management, digital design creation, and web creation, we have helped small business owners get a 400 percent increase in leads and a 200 percent increase in revenue while lowering their advertising costs. 

Grow your business now by booking a free consultation through this link . Don’t forget to subscribe to our newsletter for more helpful articles like this. 

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Online Advertising in the Philippines

Online Advertising in the Philippines

Online advertising is one of the ways businesses can connect to their target audience over the internet. What is Online Advertising and what is its role in business success? How do Philippine businesses use online ads to leverage growth amid competition? Read on to find out.

Social Media Marketing in the Philippines

Social Media Marketing in the Philippines

Filipinos are active social media users. In fact, they’re considered the most active in the world. But what does this mean for Philippine businesses? How can they translate this into sales opportunities? Read on to find out.

New Horizons: Uncovering the Landscape of Digital Marketing in the Philippines

The Digital Marketing Landscape in the Philippines

Digital marketing in the Philippines is every business’ most rational course of action. It should be any company’s top marketing strategy, considering the country’s strong digital presence and the online savviness of its population.

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COMMENTS

  1. Market Research in the Philippines

    The Philippines has one of the largest global markets, with a growing middle class and one of Southeast Asia's youngest populations. A high percentage of its people are under the age of 20. Approximately 90% of Filipinos are functionally literate. The robust consumer demand and impressive labor market support the country's dynamic economy.

  2. The future of marketing research

    July 29, 2022. 280. IT was an opportune time to speak in front of marketing researchers during a Marketing and Opinion Research Society of the Philippines Inc. meeting as the profession is faced with shifts in consumer behavior, technology, data, and how companies and brands respond. What will marketing research look like in 2030?

  3. The Impact of Digital Marketing on Customer Buying Intention of

    The majority of Indonesians probably desire innovative marketing tactics from companies using email and social media, which have a positive impact on consumer engagement and intention to buy ...

  4. Unlocking Business Success: Your Ultimate Guide to Philippine Market

    Specifically tailored to the Philippine context, Philippine business market research involves analyzing local consumer behavior, cultural preferences, economic conditions, and emerging market opportunities. This invaluable practice empowers entrepreneurs and business owners to refine their products, services, and marketing strategies for ...

  5. Market Research Philippines

    Hypermarkets in the Philippines. Feb 2024. Hypermarkets in the Philippines recorded positive growth in in current value terms in 2023, albeit at a slower rate than the previous year. Sales were boosted an increase in mobility, which was evidenced by higher foot traffic in mall-based and…. USD 1,195.

  6. The future of marketing research

    The future of marketing research 2022-07-29 - REYNALDO LUGTU JR. IT was an opportune time to speak in front of marketing researcher­s during a Marketing and Opinion Research Society of the Philippine­s Inc. meeting as the profession is faced with shifts in consumer behavior, technology, data, and how companies and brands respond.

  7. MORES

    MORES, the Marketing & Opinion Research Society of the Philippines, is the premier professional organization of marketing and opinion polling agencies, and market research practitioners in the Philippines. We have always resolved to uphold the highest professional standards in delivering the most precise and representative feedback and insights ...

  8. New Research Reveals How Brand Preferences in the Philippines has

    Oct 17, 2020 07:30 AM. Qualtrics has released new research revealing how consumers' preferences, behaviors, and expectations of the brands they engage with has shifted during the first 6 months of the pandemic in the Philippines. Building on research from May 2020, the study revealed that even though restrictions have changed the actions ...

  9. Philippine marketing trends for 2021, backed by actual data

    Among the emerging trends in the year 2021 is the growing love of consumers for local products—more specifically from community stores and micro businesses. This poses a significant influence on consumers' brand decisions as more Filipinos become open to switching brands. According to the study commissioned by Facebook, 48% of Filipino ...

  10. The future of marketing research

    To determine the possible future worlds of marketing research, we need to evaluate trends, signals, drivers, forecasts and artifacts. We examine consumer trends, technology shifts, the evolution of data, and how brands and companies are reacting. One obvious shift is that by 2030, millennials (those born in the early 80s to the mid-90s) and Gen ...

  11. Kantar talks about automated market research and why it's the next big

    Today's automated market research platforms must offer secure sign-on, customizable access rights, and client-specific portals and dashboards, if they are to meet the needs of business. Automated market research has come a long way. Anyone can now take advantage of the agility that automated market research platforms offer, and have the ...

  12. Market Research Philippines

    The Philippines offers many opportunities with its cultural nuances and geographically dispersed regions. However, as a complex and emerging market, it often lacks reliable and up-to-date information. Existing market research solutions are either prohibitively expensive or offer data quality and coverage. At Standard Insights, we specialize in ...

  13. MORES

    As the premier marketing and opinion research organization in the Philippines, MORES commits to unite the MR industry by providing distinction among its members through innovative workshops and trainings, seamless network access and resource sharing among professional members, and the maintenance of the high standards and ethics in the conduct of marketing research.

  14. Market research: Bedrock of brand success

    The Philippines has seen millions of pesos wasted from failed new product introductions or mediocre advertising campaigns. "Even companies go bankrupt or retrench people, simply because research ...

  15. (PDF) A Study on the Post Pandemic Marketing Mix ...

    A Study on the Post Pandemic Marketing Mix Responses of Micro Food Businesses in L aguna, Philippines Page | 102 On the other hand, the mark et and environmental forces in the industry enable the ...

  16. Introduction: the dynamics of digital communication in the Philippines

    Drawing from the articles that cover a range of topics (entertainment, intimacy, labour, journalism and politics, scandals and pornography), we identify three overlapping themes that capture the socio-technical dynamics of digital communication in the Philippines: (1) how digital communication is emplaced in material, social and structural ...

  17. (PDF) Managerial insights into sachet marketing strategies and

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  18. Traditional and Digital Marketing Strategies on Selected Private ...

    However, limited research has compared the impact of these approaches within the context of private schools in Manila City. This study utilizes a mix of qualitative and quantitative research approaches, combining surveys and semi-structured interviews, to collect data on awareness, perception, and decision-making processes.

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    12:05 AM October 21, 2016. The 2016 marketing campaign is the biggest campaign the Inquirer has launched. For the 30-year-old Philippine Daily Inquirer, Oct. 6 was a historic day—a relaunch for ...

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    The Philippines' large young population is driving demand for electronic accessories. Hong Kong exporters looking to develop the Philippines market may do well by focusing on a niche market sector and adopting a low to mid-end pricing strategy. While selling via brick-and-mortar stores remains important, using online sales channels is essential when targeting millennial consumers.

  21. Philippines News, Research and Analysis

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  22. The 2023 Digital Marketing Landscape in the Philippines

    Ad spending in the country is continuously increasing, with an annual growth rate of 9.7 percent. According to experts, the state of e-commerce in the Philippines is expected to be worth $10 billion by 2025. Online shopping is now the norm. Numbers show that 62.5 percent of Filipinos have purchased a product or a service online.

  23. Service Marketing in Cross-Cultural Environment : the Case of the

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