Sc o pe & Me tho do lo g y
Quantitative Phase       Qualitative Phase   Desk Research
• 200 interviews, with   • 20 in-dep...
Co nte nt : Attitudina l S ta te m e nts

How strongly do they agree with statements that refer to –

                    ...
Co nte nt : Be ha vio ra l S ta te m e nts

           • Time spent doing various activities

          • Frequency of doi...
Fra m ing The Co ns um e rs ’ Pe rs pe c tive :
             Whe re We re We in 2 0 0 8 ?
The pric e s o f fue l pe a ke d a t P 6 0 …
…the n ric e pric e s fo llo we d …
…whic h s e e m ingly a ffe c te d m o s t
ite m s in a re gula r fa m ily’s ba s ke t
But de s pite tha t , we re m a ine d
                        o ptim is tic
      by the tim e 2 0 0 8 e nde d
Source : www.sws .org.ph
Ge ne ra lly no c ha ng e
in wha t a re de e m e d e s s e ntia l
But the re is le s s o f the fo llo wing
              ve rs us 6 m o nths a g o :
Ge ne ra l Finding s
Bye -bye To “Ba ha la Na ”
Liquidity Me a ns S e c urity
Anxie ty Do e s No t Me a n
   Who le s a le Cutba c ks
Ordina ry Purc ha s e s Ne e d To Be
        Jus tifie d As Inve s tm e nts
Le s s o f Pe rs o na l Indulg e nc e s ,
     Mo re o f “Sha re d Re wa rds ”
“Va lue -Fo r- Mo ne y” Is Re d e f in e d
Mo re Tim e At Ho m e
   Inc re a s e s ‘Va lue ’
Globa lly observed beha vioral nuances
lead us to establishing consumer motivators




CONTROL   RELATIONSHIPS   NORMALCY ...
What does it mean
         for our clients ’ brands?

                       • “Know Thy User”

• Relevant, targeted messa...
Trading Up / Trading Down Philippines - BBDO Guerrero / Proximity Philippines
Trading Up / Trading Down Philippines - BBDO Guerrero / Proximity Philippines
Trading Up / Trading Down Philippines - BBDO Guerrero / Proximity Philippines
Trading Up / Trading Down Philippines - BBDO Guerrero / Proximity Philippines
Trading Up / Trading Down Philippines - BBDO Guerrero / Proximity Philippines
Trading Up / Trading Down Philippines - BBDO Guerrero / Proximity Philippines
Trading Up / Trading Down Philippines - BBDO Guerrero / Proximity Philippines
Trading Up / Trading Down Philippines - BBDO Guerrero / Proximity Philippines
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Trading Up / Trading Down Philippines - BBDO Guerrero / Proximity Philippines

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Trading Up / Trading Down Philippines - BBDO Guerrero / Proximity Philippines

  1. 1. Sc o pe & Me tho do lo g y Quantitative Phase Qualitative Phase Desk Research • 200 interviews, with • 20 in-depth • Third party structured interviews research questionnaire • Consumer blogs  100 face-to-face • Moms • Independent  100 online • Young adults publications • Metro Manilans, ABCD, 15-35, M/F • Readable Splits  Eco-Class  Gender  Age  Civil Status
  2. 2. Co nte nt : Attitudina l S ta te m e nts How strongly do they agree with statements that refer to – • The direct effect of the crisis • Current job security • Prospects of working abroad • Desire for extra sources of income • Cutting back on all spending • One’s out-of-home activities • One’s desire to go for quality over price
  3. 3. Co nte nt : Be ha vio ra l S ta te m e nts • Time spent doing various activities • Frequency of doing certain activities • Amount spent on various items • Willingness to trade down on certain items
  4. 4. Fra m ing The Co ns um e rs ’ Pe rs pe c tive : Whe re We re We in 2 0 0 8 ?
  5. 5. The pric e s o f fue l pe a ke d a t P 6 0 …
  6. 6. …the n ric e pric e s fo llo we d …
  7. 7. …whic h s e e m ingly a ffe c te d m o s t ite m s in a re gula r fa m ily’s ba s ke t
  8. 8. But de s pite tha t , we re m a ine d o ptim is tic by the tim e 2 0 0 8 e nde d
  9. 9. Source : www.sws .org.ph
  10. 10. Ge ne ra lly no c ha ng e in wha t a re de e m e d e s s e ntia l
  11. 11. But the re is le s s o f the fo llo wing ve rs us 6 m o nths a g o :
  12. 12. Ge ne ra l Finding s
  13. 13. Bye -bye To “Ba ha la Na ”
  14. 14. Liquidity Me a ns S e c urity
  15. 15. Anxie ty Do e s No t Me a n Who le s a le Cutba c ks
  16. 16. Ordina ry Purc ha s e s Ne e d To Be Jus tifie d As Inve s tm e nts
  17. 17. Le s s o f Pe rs o na l Indulg e nc e s , Mo re o f “Sha re d Re wa rds ”
  18. 18. “Va lue -Fo r- Mo ne y” Is Re d e f in e d
  19. 19. Mo re Tim e At Ho m e Inc re a s e s ‘Va lue ’
  20. 20. Globa lly observed beha vioral nuances lead us to establishing consumer motivators CONTROL RELATIONSHIPS NORMALCY RECOGNITION PLEASURES APPEARANCES VALUES
  21. 21. What does it mean for our clients ’ brands? • “Know Thy User” • Relevant, targeted messaging for brands • Topical brand innovations/initiatives

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