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

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

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

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 RECOGNITION PLEASURES APPEARANCES VALUES

What does it mean
for our clients ’ brands?
• “Know Thy User”
• Relevant, targeted messaging for brands
• Topical brand innovations/initiatives