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Market Research in Philippines

Market Overview of Philippines

Philippines is an archipelago country with a total of 7,641 islands occupying a land area of 300,000km², and a total population of 109 million. 175 languages are spoken in the Philippines, with Filipino and English being the official languages.

Economy

60% of GDP is contributed by the services sector, while about 30% comes from the industrial sector. One of their main exports is electronic products, which accounts for about 42%. The GDP growth rate recorded 7.6% in 2022, although it has moderated since due to a weakening global economy.

Consumers

The disposable income and spending power of Filipinos have been increasing, leading to changes in consumption patterns. Filipino millennials support socially responsible brands and place great value on brands that are locally produced.

The Philippines is also known as the ‘Texting capital of the world’ due to the large volume of text messages exchanged.

Market Research in Philippines

Philippines is the 3rd most disaster-prone country in the world, with almost all forms of natural disasters. Hence, natural disasters may disrupt research. Fieldwork may have to be postponed during such circumstances depending on the damage done to the country. Also, although English is one of the official languages in Philippines, not everyone can speak English fluently. Hence, fieldwork may still need to be conducted in the local languages.

Case Studies

  • English Proficiency Study was conducted in Philippines for the education industry through computer aided telephone interviews.
  • Legal Research Philippines was conducted in Philippines for the legal industry through telephone and face-to-face interviews.
  • Fuel App Study was conducted in Philippines for the oil and gas industry with delivery platform drivers and SMEs through online in-depth interviews.
  • Social Media CD Study was conducted in Philippines with social media users via online cognitive debriefings.

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