The document outlines the scope and methodology used for a quantitative and qualitative consumer research study conducted in Metro Manila. 200 interviews were conducted using a structured questionnaire, with 100 in-person and 100 online. Additionally, 20 in-depth interviews were held with moms and young adults. Desk research was also performed using third party sources and publications. The study sought to understand consumer attitudes and behaviors related to the economic crisis in 2008 through statements about job security, working abroad, spending cuts, and priorities around quality vs price. Key findings indicated consumers adopted a more prudent mindset focusing on security, justified purchases, shared rewards over indulgence, and redefined value. Brands should focus on knowing their target users and providing relevant messaging and

3. 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

4. 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

5. 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

6. Fra m ing The Co ns um e rs ’ Pe rs pe c tive :
Whe re We re We in 2 0 0 8 ?

7. The pric e s o f fue l pe a ke d a t P 6 0 …

9. …the n ric e pric e s fo llo we d …

11. …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

13. 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

14. Source : www.sws .org.ph

17. 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

18. But the re is le s s o f the fo llo wing
ve rs us 6 m o nths a g o :

19. Ge ne ra l Finding s

20. Bye -bye To “Ba ha la Na ”

21. Liquidity Me a ns S e c urity

22. Anxie ty Do e s No t Me a n
Who le s a le Cutba c ks

23. Ordina ry Purc ha s e s Ne e d To Be
Jus tifie d As Inve s tm e nts

24. 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 ”

25. “Va lue -Fo r- Mo ne y” Is Re d e f in e d

26. Mo re Tim e At Ho m e
Inc re a s e s ‘Va lue ’

27. Globa lly observed beha vioral nuances
lead us to establishing consumer motivators
CONTROL RELATIONSHIPS NORMALCY RECOGNITION PLEASURES APPEARANCES VALUES

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