Nationwide market segmentation study – Philippine psychographics

QUALITATIVE RESEARCH

Conducted and analyzed focus groups interviews across major age and economic class groups in Philippine key cities
Conducted and analyzed focus groups interviews across major age and economic class groups in Philippine key cities

PRESENTATIONS & INFORMATION MODELING

Organized qualitative data from 200+ focus groups into insights; presented findings during company-wide research summits to be used for corporate strategic planning
Organized qualitative data from 200+ focus groups into insights; presented findings during company-wide research summits to be used for corporate strategic planning

RESEARCH DESIGN

Analyzed quantitative segmentation and population data to set up focus group composition or distribution and discussion guide
Analyzed quantitative segmentation and population data to set up focus group composition or distribution and discussion guide

Prior to this segmentation study, I did both tactical and strategic focus groups for our company’s entertainment and news programs, and analyzed ratings performance.

In 2009, our company embarked on a nationwide market segmentation study to aid corporate planning, content creation and marketing.  I was part of the three-woman pilot team that facilitated and analyzed the nationwide market segmentation focus groups.

The results from the market segmentation eventually reframed how the Production teams and Business Unit Heads would strategize for their businesses, and launched products founded on targeting particular segments.

Primary collaborators: Fiesta Parinas, Tara Jardeleza
Division Head: Vivian Tin
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Published by: yellowicepick

I'm 28 years old, and I've done market and media research all my working life. Outside of my job, I like reading about popular culture. And food. And about a slew of other topics I don't use in my daily life -- urban planning, graphic design, music and cute japanese or handmade products.

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