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  • 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. 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. 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. 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. The pric e s o f fue l pe a ke d a t P 6 0 …
  • 6. …the n ric e pric e s fo llo we d …
  • 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. 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. Source : www.sws .org.ph
  • 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. But the re is le s s o f the fo llo wing ve rs us 6 m o nths a g o :
  • 12. Ge ne ra l Finding s
  • 13. Bye -bye To “Ba ha la Na ”
  • 14. Liquidity Me a ns S e c urity
  • 15. Anxie ty Do e s No t Me a n Who le s a le Cutba c ks
  • 16. Ordina ry Purc ha s e s Ne e d To Be Jus tifie d As Inve s tm e nts
  • 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. “Va lue -Fo r- Mo ne y” Is Re d e f in e d
  • 19. Mo re Tim e At Ho m e Inc re a s e s ‘Va lue ’
  • 20. Globa lly observed beha vioral nuances lead us to establishing consumer motivators CONTROL RELATIONSHIPS NORMALCY RECOGNITION PLEASURES APPEARANCES VALUES
  • 21. What does it mean for our clients ’ brands? • “Know Thy User” • Relevant, targeted messaging for brands • Topical brand innovations/initiatives