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Market Research in the Philippines

The Philippines is one of the most important countries in Southeast Asia, the country has always been a confluence of East and West, as reflected in its varied cultural influences, languages, and economic ties. With a population pushing past the 100 million mark and an economy that’s shown consistent growth in the past decades, the Philippines presents an enticing prospect for businesses globally. 

But to make the most of these opportunities, it’s vital to undertake market research in the Philippines, given the nation’s unique socio-cultural dynamics and diverse regional markets.

Conducting Market Research in the Philippines and Its Importance

The Philippines comprises numerous ethnic groups, languages, and traditions – and the Philippine market is predominantly young. This demographic is digitally-savvy, making it essential for businesses to gauge their preferences and habits.

Furthermore, Filipino consumers, influenced by both Eastern and Western cultures, have unique buying behaviors. Delving deep into these patterns can guide product launches and marketing campaigns.

… And cities like Manila, Cebu, and Davao are experiencing swift urban growth. Grasping the dynamics of these urban centers can aid businesses in tailoring their strategies.

What Are the Benefits of Conducting Market Research in the Philippines?

Executing thorough market research in the Philippines offers an array of advantages for businesses aiming to establish or expand their footprint in this vibrant Southeast Asian market. These benefits include:

• Risk Mitigation: Awareness of local challenges, potential regulatory hurdles, and market dynamics helps businesses make informed decisions, thereby reducing the risks associated with entering a new market. By understanding Filipino consumer behaviors, companies can craft marketing campaigns that resonate more deeply, ensuring a higher ROI.

• Product Localization: The Philippines often requires product tweaks to meet local tastes and preferences. Market research facilitates this localization process. By understanding the local consumers’ values, preferences, and pain points, businesses can foster deeper relationships and loyalty.

• Informed Investment Decisions: Investors can assess the viability of various sectors, identify emerging industries, and determine potential returns based on comprehensive market insights. Insights derived from market research empower businesses with a clearer understanding of the competitive landscape, enabling them to identify gaps and seize opportunities.

• Future Growth Forecasting: By identifying trends and understanding the evolving market dynamics, businesses can anticipate future growth areas and adjust their strategies accordingly.

Key Industries in the Philippines

The Philippines boasts a dynamic economic landscape with several growing industries. These are some of the main industries to consider when conducting market research in the Philippines: 

• Business Process Outsourcing (BPO): The Philippines is one of the global leaders in the BPO sector, providing services ranging from customer support and back-office tasks to high-end services like analytics, software development, and financial advisory.

• Agriculture: As a tropical country, the Philippines has a strong agricultural sector, with major products including rice, sugarcane, coconuts, bananas, and pineapples. It’s one of the world’s top coconut oil producers according to market research in the Philippines.

• Tourism: With its pristine beaches, scenic landscapes, and rich history, tourism is a significant contributor to the Philippine economy. Popular destinations like Boracay, Palawan, and Cebu draw millions of international tourists yearly.

• Real Estate and Construction: The growth in the BPO sector and the increasing urbanization have fueled demand for residential and commercial properties, leading to a surge in the real estate and construction industries.

• Mining and Natural Resources: The Philippines is rich in mineral resources, with significant deposits of gold, nickel, copper, and chromite. However, this industry faces environmental and regulatory challenges that businesses can overcome with market research in the Philippines.

• Finance and Banking: With increasing financial inclusion, innovations like digital banking, and remittances from Overseas Filipino Workers, the finance and banking sector remains robust.

Main Tourist Attractions and Cities in the Philippines

When it comes to market research in the Philippines in the realm of tourism, it’s undeniable that the country has carved out a reputation as one of the world’s most desired travel destinations. Let’s explore some of the main tourist places that have put the Philippines on the global travel map:

• Boracay: Known for its powdery white-sand beaches and vibrant nightlife, Boracay is a tropical paradise for both relaxation and entertainment. After a brief closure for environmental rehabilitation, the island reopened with stricter regulations to ensure sustainable tourism.

• Palawan: Often regarded as the “Last Frontier” of the Philippines, Palawan offers breathtaking landscapes, from the turquoise waters of El Nido to the underground river in Puerto Princesa, a UNESCO World Heritage Site.

• Cebu: Beyond its urban allure, Cebu boasts historical sites, waterfalls, and white sand beaches. It’s also the gateway to neighboring attractions like the sardine run in Moalboal and the whale sharks of Oslob.

• Manila: The capital city presents a mix of the old and the new, with sites like Intramuros, Rizal Park, and contemporary malls and entertainment hubs.

• Vigan : A UNESCO World Heritage Site, Vigan is a testament to the Philippines’ colonial history, with well-preserved Spanish-era structures and cobblestone streets.

Benefits and Strengths in the Market

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. The Philippines market shows its strength through the energy franchise and the transportation, infrastructure, ICT, and health industries.

Consumer Base

Filipinos tend to devote their money to products with which they are familiar. Because of this, they are a great market. Social media also serves as a significant influence on the consumer. This online activity serves as a connection. It’s the bridge between the Philippines and the outside world. This link is what the foreign market needs. Foreign influence and trends help to predict consumer behavior. Many consider The Philippines to be a melting pot. It consists of many cultures, races, and people. With such individuality, there is no weak consumer base for any sector or industry.

How The Philippines is a Gateway to Southeast Asia

The Philippines is a gateway to the East Asian Economies. The archipelago lies at the crossroads of Eastern and Western business. The name “gateway to Southeast Asia” is significant. It comes from the relationship the Philippines has with America. The Philippines is a critical entry point for over 400 million people in the ASEAN. It is also a gateway for international shipping and investments. A large number of people make their way through the Philippines each year. Thus, over 20 different airlines service the country. The Philippines benefit most from American and European businesses. These airlines support that trade.

Rule of Law

The Philippines is a rule-of-law country. Thus, there are laws put into place that every person, industry, and entity has to follow and respect. Yet, over recent years the country has not been upholding the duties accompanied by this. The Philippines does not seem to be doing much to enforce the laws of the land. It ranks near the bottom among other countries in the world regarding adherence to the rule of law. Because of this, some investors have backed away from coming to the Philippines to set up businesses.

Emerging Trends in Market Research in the Philippines

When delving into market research in the Philippines, it’s imperative to acknowledge the evolving dynamics and trends influencing the field in the country. Some of the most notable trends include:

• Digital Dominance: With the Philippines being one of the top countries in terms of social media usage, digital platforms have become crucial for market research in the Philippines. Online surveys, social media analytics, and web traffic insights offer a wealth of information about consumer behavior.

• Qualitative Online Research: Beyond traditional face-to-face focus groups, there’s a growing emphasis on online qualitative methods like virtual focus groups, online communities, and in-depth online interviews.

• Sustainability Insights: With rising awareness about environmental concerns, there’s growing interest in researching consumer attitudes towards sustainability, eco-friendly products, and corporate social responsibility.

• E-commerce Evaluation: The rise of online shopping platforms like Lazada, Shopee, and Zalora has shifted the attention toward studying e-commerce trends, consumer purchase patterns, and online buying behavior.

• Ethnographic Research: To delve deeper into the Filipino way of life, ethnographic studies, where researchers immerse themselves in the local culture, are gaining prominence.

What Are the Opportunities for Businesses?

Businesses that embrace the intricacies and opportunities presented by market research in the Philippines stand to gain significantly. Here are some of the compelling opportunities:

• Untapped Markets: Despite its growing economy, there are many niche markets in the Philippines that remain underserved. Market research in the Philippines can unveil these hidden opportunities, allowing businesses to introduce innovative products or services.

• Digital Transformation Insights: As the Philippines undergoes a digital revolution, businesses can study and adapt to the evolving digital consumption habits, preferences, and concerns of the local market.

• E-commerce Growth: As more Filipinos turn to online shopping, there’s a substantial opportunity for businesses to analyze e-commerce trends and optimize their online presence.

• Regional Specifics: Given the geographic spread of the Philippines, regional market research can lead to the identification of specific needs, preferences, and opportunities in different parts of the country.

• Innovation and Product Development: By identifying gaps in the market, businesses can drive innovation, creating products or services that cater to the unique demands of the Filipino population.

Challenges Faced by Businesses in the Philippines

While market research in the Philippines can unearth numerous opportunities, it’s also important to recognize the challenges that businesses might face:

• Bureaucracy and Regulation: The Philippines has been known for its bureaucratic processes which can sometimes be time-consuming for businesses, especially for those unfamiliar with the local regulatory landscape.

• Infrastructure Bottlenecks: Despite improvements, certain parts of the Philippines still grapple with infrastructural issues, impacting transportation, logistics, and connectivity.

• Cultural Diversity: Cultural and linguistic diversity, while an asset, can also be a challenge for businesses attempting to create a universally appealing product or message.

• Internet Connectivity: Even as digital transformation is on the rise, some regions still suffer from inconsistent or slow internet connectivity, which can hamper digital ventures.

• Consumer Price Sensitivity: The Filipino market, while vast, is also price-sensitive. Balancing quality with affordability is key to winning consumer trust.

• Skill Gaps: While the country has a young and educated workforce, there can be skill gaps in certain sectors, necessitating training and development initiatives.

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The future of marketing research

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.

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Philippine Daily Inquirer: The marketing of a relaunch

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

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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Philippine marketing trends for 2021, backed by actual data

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.

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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Beauty and Personal Care Packaging in the Philippines

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PEST Analysis: The Philippines

Economic freedom is constrained by weak rule of law and regional tensions are on the rise, but state finances are stable. Despite moderation, the economy will outperform peers driven by solid tourism, but inflation remains relatively high, as do…

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In the Philippines, PET bottles are the most commonly used packaging for honey as they offer several advantages, including transparency, which allows consumers to easily see the honey’s colour and quality. In addition, PET bottles are lightweight and…

Sauces, Dips and Condiments Packaging in the Philippines

In the Philippines, aluminium/plastic pouches are commonly used for packaging pasta sauces due to their practicality and durability. They offer an effective barrier against light, moisture and oxygen, which helps preserve the freshness and flavour of…

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Metals food cans remained the most popular choice for shelf stable seafood, ahead of glass jars and flexible plastic. Metal food cans have the benefit of preventing spillage and breakage during transportation and storage. As shelf stable seafood…

Processed Fruit and Vegetables Packaging in the Philippines

Frozen processed potatoes, the only frozen products with visible sales in the overall processed fruit and vegetables category, are packaged only in flexible plastic. This is because this pack type provides an airtight seal that protects the potatoes…

Plant-Based Dairy Packaging in the Philippines

Earlier in the review period, prior to the pandemic, plant-based milk – the only product in plant-based dairy currently with visible sales – had been seeing strong growth, especially the dominant product type of soy milk, as many Filipinos were…

Meals and Soups Packaging in the Philippines

Frozen pizza is popular in the Philippines for its convenience and versatility. With the fast-paced urban lifestyle and the increasing demand for quick meal solutions, frozen pizzas offer a convenient option for those looking to enjoy a hot and…

Dairy Packaging in the Philippines

Sales of yoghurt continued to record strong growth in the Philippines in 2023, boosted by the rising health-consciousness among the local population. Packaging in yoghurt in the Philippines is dominated by 80ml other plastic bottles. The choice of…

Confectionery Packaging in the Philippines

Flexible plastic continues to be the dominant pack type used in overall confectionery packaging. Flexible plastic is by far the most widely used pack type across chocolate confectionery, gum and sugar confectionery – and this applies to both imported…

Baby Food Packaging in the Philippines

Baby fruit juices are a key product area in other baby food and are increasingly popular among parents in helping fulfil the dietary needs of babies. Glass bottles, which are the main pack type for baby fruit juices, were recording positive growth in…

Wearable Electronics in the Philippines

The COVID-19 pandemic significantly impacted the health consciousness of Filipinos, leading to a surge in the adoption of wearable electronics that focus on health and wellness monitoring. These devices track vital health metrics such as heart rate,…

Portable Players in the Philippines

In general, sales of portable players have been primarily fuelled by the popularity of wireless speakers, which have remained unaffected by the rise of smartphones, unlike portable multimedia players and e-readers. In fact, the growth of wireless…

Mobile Phones in the Philippines

Mobile phones experienced a notable rebound in 2024 amid the rebound in the economy and weaker inflationary pressures with consumer and vendor confidence rising. Inflation peaked at the start of 2023 but began to slow down towards the end of the…

In-Car Entertainment in the Philippines

In 2024, in-car entertainment in the Philippines witnessed an uptick in consumer demand for advanced in-dash media players. In-car entertainment is important when driving, since locals often spend long periods driving and stuck in traffic. These…

Imaging Devices in the Philippines

Imaging devices in the Philippines experienced a huge decline in demand during the review period with this pattern continuing into 2024. Social media platforms like Instagram and TikTok have revolutionised the way consumers approach photography and…

Home Video in the Philippines

In the Philippines, LCD TVs continue to dominate volume sales in home video primarily due to their affordability compared to their OLED TV counterparts. The average price of an LCD TV is significantly lower, making it a more accessible option for a…

Home Audio and Cinema in the Philippines

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Headphones in the Philippines

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Consumer Electronics in the Philippines

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The future of marketing research

FINEX EDITORIAL TEAM

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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Kantar talks about automated market research and why it’s the next big thing in marketing optimization

The past two years posed a drastic movement in all aspects of the society, causing a ripple effect to markets across the globe.

With changing consumer demand, businesses found ways to swiftly adjust and continue serving their respective markets efficiently and strategically – by sustaining understanding of consumer sentiments and behaviors through self-serve research platforms .

The usage of online market research platforms continues to rise, as it allows marketers to get consumer feedback quickly and cost-effectively. In the Philippines, Kantar Marketplace had a 358% revenue growth in 2021 versus the previous year, with 20 new brands from different categories using the platform.

Market research platforms have grown in sophistication in recent years, and automation no longer means having to settle for second best. Thanks to automation, speed and low cost no longer have to undermine quality. And when the benefit of market research agility is considered, concerns about automation are easily addressed. 

With this new trend in market research, more businesses are now considering the use of automated survey tools. Here we answer the five most common questions we hear from potential users of automated market research.

Don’t I need to be a research expert to use research tools?

Automated market research platforms like Kantar Marketplace now offer an array of templated tools with proven expertise already built into the research design. Concept tests, ad pre-tests, post-tests and more can now be created and launched in a matter of minutes using intuitive and user-friendly interfaces.

Isn’t there going to be a steep learning curve to new technology?

The advent of task-specific, automated tools has made the process far simpler and easier. To launch an automated study, the user interface guides you through the process, asking only those questions necessary to configure for your specific use case. Now you can get the quality consumer feedback you need quickly and efficiently.

Doesn’t market research automation mean a lack of customization?

Automated market research no longer demands complete standardization of processes to gain the benefits of efficiency and speed. 

With the shift to more specialized tools, any automated tool worth using is now easily configurable to your brand and category. Similarly, you can now specify exactly what types of consumers you want to talk to, wherever they are in the world.

Doesn’t self-serve market research mean I am on my own?

Today, digital analytics summarizes research findings succinctly and present them in an intuitive and easily comprehensible format. If you want to get more detail, you can. 

Will the results of my market research be secure?

Automated market research platforms must comply with all the latest security protocols and implement constant testing to protect client data.

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 confidence that quality and utility won’t be compromised. 

As interest about this research approach grows among business owners, increasingly more want to understand the use of online research platforms better. Wanting to give a more comprehensive walkthrough for potential users of automated market research, Kantar Philippines is hosting a virtual media and consumer event for brands, media, and creative agencies, with the agenda of presenting a platform demo and answering more experience-specific questions about the product.

The event, titled “Welcome to the Era of Agile Market Research”, aims to educate potential users on how to access the power of Kantar in just a few clicks using Kantar Marketplace Self-Serve Solutions.

The virtual event is set to happen on March 23, 2022 at 3:00 PM - 4:00 PM. Register now at bit.ly/3sXfpo8

9 Ways How To Do Market Research Philippines

Best Ways How To Do Market Research In The Philippines : Are you thinking about starting a new business in the Philippines or perhaps launching a product? Whatever the area of interest you are investigating, market research in the Philippines is essential.

In today’s article, we will explain how to do market research in the Philippines so that you have the best information at your disposal ready to start a new business or a new service.

We will also be discussing market research businesses in the Philippines and exploring the business model for complete beginners.

Table of Contents

How To Do Market Research In The Philippines

1. understand the need for research.

There are various reasons why a business will opt to do market research . For instance, it can be used to check the threats and risks of the business, lessen the problems, and make opportunities.

In addition, market research can be used to check issues in the past to lower the risks in the future. Another way to use the study is to examine successes in the past to see what the business can continue doing in the future.

Before starting this step on how to do market research in the Philippines, decide if the study will be used for internal or external purposes .

For internal purposes, it can be used to improve operations or the cash flow of the business. For external purposes, it can be used to convince lenders to provide a business loan. This is crucial since the research can show lenders that the business or new product or service can grow.

The research type businesses will conduct depending on the purpose. For instance, if it is for internal purposes, there can be less data needed than external purposes. But, of course, it can be used for both purposes, too. What is more important is that the purpose is determined before proceeding. 

2. Check The Outlook Of The Industry In The Philippines

This step means businesses need to check the current situation of their industry. It also includes knowing where the industry is by utilizing trends, sizes, and growth metrics.

Relevant data is important to support the claims. Lenders and investors can realize that entrepreneurs understand the industry and decide if the industry is worth the money and time. 

3. Identify Your Target Audience

Analyzing the market is crucial on how to do market research in the Philippines because not all people can be your client. That is why entrepreneurs need to know who their potential customers are. Aside from knowing who the clients are, they also have to know where the customers are from. Here are some of the things they can look to identify their target audience:

After determining who the target customers are, the next thing to know is their interests, demographics, behavior, and needs. You can also consider making buyer personas based on the gathered information.

4. Observe What & Why The Competition Do What They Do

To better understand how to do market research in the Philippines, it is crucial to understand the business’s competitors. So first, businesses have to find out who the target market of their competitors are.

Then, it is important to take the time to research what other similar products or services are out there. Finally, they can check what their competitors offer, their customers, and market disadvantages.

After creating the analysis , it is time to rank their strengths, weaknesses, opportunities, and threats from the most to least dangerous for the business. Then, entrepreneurs can figure out their business’ marketing position and advantages. 

But most importantly, WHY !? Why are they doing selling like this? Why do they follow this process? Asking WHO, WHAT, WHERE, WHEN, WHY & HOW will help you start market research in the Philippines. For some extra ideas take a look at our free business plan!

5. Obtain Essential Information And Build Up From There

They need to keep in mind that the information should be factual, unbiased, and relevant. Then, depending on correct information, they can make decisions. 

Here are some of the details that can be included in the research findings:

6. Put The Research Into Action

The process of how to do market research in the Philippines may seem overwhelming, but entrepreneurs will realize how helpful it is later. Because much time was spent working on the research, putting all the extensive research into action is a must.

If the market research is done for internal purposes, the findings can be used to improve the business to make the business’ procedures more effective. The findings can help owners be better prepared to discuss their new products or services with lenders or investors for external purposes. 

7. Utilizing Key-word & Key-phrase Search

Using keywords can help customers find your business online since website ranking is affected by the use of keywords. Therefore, it is important to know what keywords people use to search for your products or services.

The interest these keywords make, and the number of your competitors using these are other things to consider. Therefore, it is recommended to utilize a keyword search service or tool to know the ideal keywords to use for your business. 

8. View Online Content And The Comments (Blog, Youtube, Etc)

Business owners can understand what people need or want from the relaxed mood and fun topics of blogs. To see blogs in their niche, entrepreneurs can utilize search engines made for their blogs. Don’t forget to check out the comments on blog posts & Youtube videos!

9. Carry Out Surveys Online

Entrepreneurs can use online surveys to see how people perceive their brand. This is a budget-friendly way to know what customers will think of a new product or service. The survey can be short. 25 questions are enough to get the needed information. Close-ended questions are better for this kind of survey. 

What Does a Market Research Company Do In The Philippines?

Specific businesses delegate a big chunk of the tasks performed by many market research companies for various purposes. However, some market research companies routinely gather a wide range of data and try to sell this information to businesses that can benefit from it. 

One of the market research firms in the Philippines is The Kadence Philippines . Their team comprises experienced professionals in the market research industry such as data processors, analysts, project managers, and researchers.

Types of Market Research Companies

Organized : This type of market research company prepares reports by looking at the requirements of the market. Therefore, instead of particular businesses, their Research is for the open market. 

Customized : These firms provide personalized market research based on the needs of their clients. 

Online : These companies are beneficial for e-commerce business owners, online marketers, and bloggers. While they conduct analysis online, they also link websites or brand owners to their target market.

In addition, this kind of market research company helps online businesses to rank on search engines and trends on social media platforms such as Facebook.

Best Sources For Market Research In The Philippines

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Please note you do not have access to teaching notes, marketing practices in the changing philippine macroeconomic environment.

International Marketing Review

ISSN : 0265-1335

Article publication date: 1 January 1992

A survey of marketing executives within randomly selected, major firms in the Philippines investigates firms′ marketing actions in response to stagflation caused by the 1990 Persian Gulf crisis. A central premiss is that there will be differences in sensitivity to macroeconomic conditions between industry sectors. Results show that the manufacturing sector redirects pricing, product and research and development strategies more extensively than non‐manufacturers. These differences may be explained by the extent to which the industry sector is capital‐intensive in its formation and operation. Empirically demonstrates the effects of macroeconomic conditions on firms′ marketing practices and the relevance of the stagflation paradigm outside the United States.

• Economic conditions
• Macroeconomics
• Marketing strategy
• Philippines
• Manufacturing industry

Huszagh, S.M. , Roxas, J.P. and Keck, K.L. (1992), "Marketing Practices in the Changing Philippine Macroeconomic Environment", International Marketing Review , Vol. 9 No. 1. https://doi.org/10.1108/02651339210009261

Copyright © 1992, MCB UP Limited

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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.

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. .

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

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Article contents

The Impact of Digital Marketing on Customer Buying Intention of Customers in the Philippines

Digital marketing is arguably one of the preeminent marketing strategies utilized by today's vast number of businesses and companies. This strategy offers tools that enable them to promote their products to a much larger audience as it encompasses geographical boundaries. Also, it can build better relationships with customers since the content is customized to their liking. In the current study, the researchers aimed to determine how digital marketing affects the consumer behavior of Filipinos, specifically customer engagement and purchase intention. The following hypotheses were formulated: (H1) Social Media has a significant impact on Customer Engagement. (H2) Social media has a significant impact on purchase intention. (H3) Email marketing has a significant impact on customer engagement. (H4) Email marketing has a significant impact on purchase intention. (H5) Customer Engagement has a significant impact on purchase intention. A total of 334 respondents were surveyed online, and data was analyzed through the SPSS software. By the end of the research, it was found that digital marketing strategies, specifically social media marketing and email marketing, effectively generate purchase intention from Filipino consumers. This is aided by the customer engagement triggered by the advertisements presented on Facebook and their email. The researchers recommend further research on the topic but to branch out to other strategies and tactics of digital marketing since the current study focused solely on Facebook and email.

Article information

Volume (issue), https://doi.org/10.32996/jbms.2022.4.2.29.

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Articles on Philippines

Displaying 1 - 20 of 123 articles.

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Emily Nabong , University of Sydney and Aaron Opdyke , University of Sydney

Extreme heatwaves in south and south-east Asia are a sign of things to come

Neven S. Fučkar , University of Oxford

Chinese nationalist groups are launching cyber-attacks – often against the wishes of the government

Lewis Eves , University of Sheffield

War games risk stirring up troubled waters as Philippines − emboldened by US − squares up to Beijing at sea

Fred H. Lawson , Northeastern University

Japan’s diplomatic charm offensive in US aims to keep Washington in committed relationship

Mary M. McCarthy , Drake University

Once enemies, Japan and US strengthen their alliance – and it goes beyond AUKUS

Craig Mark , Temple University

What we don’t understand about China’s actions and ambitions in the South China Sea

Edward Sing Yue Chan , Australian National University

Doing laundry by hand sheds just as many microfibres as machine washing – new research

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

As Australia strengthens its ties with the Philippines, it’s wading even further into the dangerous South China Sea

Noel Morada , The University of Queensland

Vatican centralizes investigations on claims of Virgin Mary apparitions – but local Catholics have always had a say

Deirdre de la Cruz , University of Michigan

The US is about to blow up a fake warship in the South China Sea – but naval rivalry with Beijing is very real and growing

Krista Wiegand , University of Tennessee

South Africa is exporting more food. But it needs to find new growth frontiers

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Philippines sides with US amid rising regional tensions between Beijing and Washington

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

When Filipino parents in the US encourage their children to talk about their feelings and promote cultural pride, their children’s mental health improves

Joyce Javier , University of Southern California

Marcos junior is the latest beneficiary of ‘bloodlines’ in Southeast Asian politics

James Chin , University of Tasmania

Philippines: the challenges ahead for the new president Marcos

Tom Smith , University of Portsmouth

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Adrian De Leon , USC Dornsife College of Letters, Arts and Sciences

Philippines election: how the Marcos clan might be heading back to power

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Zahara Ahnud M. Abdulla | Justine M. Cernero | Jaica A. Payra | Bernardita C. Bautista

Discipline: Hotel and Restaurant Management

This qualitative/quantitative research that used observation checklist, survey questionnaires and interview guide, determined the effectiveness of the application of marketing 4p’s (price, place, promotion, and product) by Herb Republic Restaurant in Los Baños, Laguna. Findings revealed excellent ratings, with minor variances, in all the 4 p’s, except in promotion. Customers were satisfied in the location, pricing and product of the restaurant. Product and place were the most effective tools among the 4p’s. The restaurant location was visible and its physical appearance caught the attention of the passersby. Herb Republics merchandise also got a high rank, the menu and over all decoration was appropriate for the restaurant theme. Herb Republic as an organic restaurant succeeded in serving its food to the customers who claimed that their reason for continuous patronage was the good taste and the nutritional value of the food.

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ISSN 1908-3866 (Print)

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