Research Shows How Consumers are Responding to the Uncertainties of these Times

MANILA, Philippines—In a recent engagement, Synergy Marketing Research + Strategic Consultancy, in collaboration with Newport World Resorts, unveiled valuable insights on trends and consumer behavior from data sampled and collected, with the aim of helping businesses navigate the current challenges in the market.

“Market (In) Sights” marks the relaunch of Synergy’s partnership with UK-based international research and data analytics company based in the UK, YouGov since July 2020. With 44 offices worldwide, YouGov is highly quoted in media globally over the past 20 years.

The inaugural feature under the Market(In) Sights brand, “Finding Certainty in Uncertainties: (New) Consumer Insights & Trends for Brand Growth,” is presented by Germaine Reyes, CEO/President of Synergy Market Research + Strategic Consultancy, showcasing the firm’s expertise in providing evidence-based strategies for companies through research that are culled from the cutting edge solutions made in partnership with YouGov.

The Synergy-YouGov consumer findings and insights are like no other, bringing about the most recent, robust and deep consumer insights about the Filipinos’ stories, struggles, needs and plans, aspirations during these times. These results from Synergy-YouGov research conducted across January to April this year across the Philippines, covered current consumer sentiments, coping behavior and purchase considerations, along with thoughts on sustainability, brand purpose, use of technology, power and relevance of media, social media influencers, and more.

Photo by Karlo Carranza.

A panel roster of esteemed C-level executives that included Adi Timbol-Hernandez, PANA President and Corporate Communications Director of McDonald’s Ph., Gino Borromeo, Chief Strategy Officer of BBDO-Guerrero, and Peachy Pacquing, Managing Director of Hyper Island Asia Pacific. Yayu Javier, President and COO of Avanza, Inc., moderated the event.

One of the key learnings presented during the program involves the current financial situation of Filipinos, which is directly linked to their new purchasing priorities and needs. The study revealed that 51% of Filipinos just have enough to meet their financial needs while 36% or more than a third are still “finding it difficult to meet their financial needs based on their monthly earnings alone”.

Much as the latter already improved from incidence from January of this year (which was at 38%), this is still much higher compared to June 2022 when this was at 31%. This is a call for companies to still look for innovative solutions to help in inclusiveness and participation of all Filipinos in the Philippines’ recovery process for economic growth.

Panelist Gino Borromeo, Chief Strategy Officer of BBDO-Guerrero, joins Germaine and Lorenzo Reyes of Synergy Marketing Research + Strategic Consultancy. Photo by Karlo Carranza.

Peachy Pacquing, Managing Director of Hyper Island Asia Pacific., joins Germaine and Lorenzo Reyes of Synergy Marketing Research + Strategic Consultancy as panelist for the event. Photo by Karlo Carranza.

Synergy is well-known for promoting sustainability and innovation to improve customer experience and satisfaction, building meaningful conversations between brands and customers to enhance engagement and brand trust, elevating brand purpose from emerged points of differentiation for companies’ future growth.

Since 2016, they have been very active with conferences and webinars as well as during the pandemic as their way of “giving back” to the marketing and business communities.

Synergy has also collaborated with relevant research projects with highly esteemed professional associations such as the Philippine Retailers Association (PRA), the Philippine Association for National Advertisers (PANA), the Bank Marketing Association of the Philippines (BMAP), the International Council for Small Businesses in the Philippines (ICSB), and the Association of Accredited Advertising Agencies of the Philippines (4As). They recently signed a MOA with the Philippine Marketing Association (PMA) for a research collaboration.

Overall, Market(In) Sights provided businesses with the latest consumer insights and trends for brand growth as the world emerges from the pandemic and other challenges. It demonstrated the power of Synergy-YouGov partnership which is the unique blend of leading edge digital research solutions and business-based consumer insighting and how these can add value to companies, brands and marketing.

Market(In) Sights was made possible with the support of Newport World Resorts (co-presentor) and EDIMC (event partner).

For those interested in the presentation of results, you may email seminars@synergy.ph.