by adobo Magazine| May 8, 2023
MANILA, PHILIPPINES — Synergy Marketing Research + Strategic Consultancy, in collaboration with Newport World Resorts, recently hosted an exclusive event called “Market(In) Sights,” aimed at providing valuable insights and trends to help businesses navigate the current challenges in the market and help them meaningfully grow through all these. The event was highly anticipated, and it also marked the relaunch of Synergy’s partnership with YouGov, an international research and data analytics company based in the UK, with 44 offices worldwide. YouGov is highly quoted in media globally over the past 20 years and has partnered with Synergy since July 2020.
The inaugural feature under the Market(In) Sights brand was “Finding Certainty in Uncertainties: (New) Consumer Insights & Trends for Brand Growth,” presented by Germaine Reyes, CEO and President of Synergy Market Research + Strategic Consultancy. The event showcased Synergy’s expertise in providing evidence-based strategies for companies through research that are culled from the cutting edge solutions of YouGov. Hence, 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, sustainability, brand purpose, technology, media, social media influencers, and more.
The event had a panel roster of esteemed C-level executives that included PANA President and Corporate Communications Director of McDonald’s Philippines Adi Timbol-Hernandez, BBDO Guerrero Chief Strategy Officer Gino Borromeo, and Hyper Island Asia Pacific Managing Director Peachy Pacquing. The event was moderated by Avanza Inc. President and COO Yayu Javier.
One of the key learnings presented was the current financial situation of Filipinos. 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.
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, it has been very active with conferences and webinars, as well as during the pandemic as its way of “giving back” to the marketing and business communities. Synergy has also collaborated on 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). It recently signed a MOA with the Philippine Marketing Association (PMA) for a research collaboration.
Overall, Market(In) Sights was a successful event, providing 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).
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