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COMMONNESS By Bong R. Osorio (The Philippine Star) | Updated August 10, 2015 - 12:00am
Publicus Asia, Inc. undertook a psychographic survey analysis of Filipino voters last February.
The next presidential election is still 10 months away, but this early, the political fever is on. Soon, we will be
flooded with messages meant to get our support. There will be imaging propositions to replace 2010s most
memorable political lines:
President Noynoy Aquinos Tuwid na Daan and Kung Walang Corrupt, Walang Mahirap; Manny Villars Sipag a
t Tiyaga; Joseph Estradas Tapat sa Mahirap; Gibo Teodoros Galing at Talino; Dick
Gordons Laging Gising Para Sa Bayan; and Bro. Eddie Villanuevas Tungo sa Bagong Pilipinas.
Projecting a palatable public persona just like communicating the merits of a new product has always
been important in political contests; and in the context of present-day election campaigning it has always
recognized the value of a clear image and unassailable reputation. We live in an era where image takes on an
additional and critical importance. It covers how a person looks and how he or she is seen and is being sold.
To understand the Filipino voter better, I sat as a reactor in the presentation of the Political Mindscape 2, a
national psychographics survey done by the Philippines first and only registered lobbying and political
management firm, Publicus Asia.
The non-commissioned survey was conducted by Vox Opinion Research, Publicus technical arm, from Feb. 22
to 4 March, which covered political interests, attitudes, opinions and beliefs of young voters between the ages
17 and 45 (millennials and the tail end of Gen Xers). It also included interviews with a nationally representative
sample of young Filipinos.
Here are key takeaways culled from the presentations done by Dr. Clarissa David of UP College of Mass
Communication, and Ma. Lourdes Tiquia, founder of Publicus:
Candidates should realize that elections are not about them, but more about the voters. They can
connect more effectively if they understand what makes them stand out in terms of shared interests, attitudes
and opinions. With psychographics, for example, it will no longer be about a mass bombardment of TV ads
where frequency the number of times an ad is aired rules over reach or the coverage of the airing of the
ad.
Most Filipinos do not think about whom to vote for until a month before the election or less. Voters
preference may differ or change on election day. Their final choice depends on the political TV ads that they will
be exposed to, more notably among the voters in Visayas and Mindanao. Around four in 10, on the other hand,
may change their decision based on the sample ballots, political jingles and posters that will be propagated on
election day. Endorsement of the incumbent president is also ranked one of the highest, particularly in
Mindanao.
In the next few months, we will be witnessing a battle of political brands. As records will show, most of them are
expected to spend big bucks to get known, recalled, and preferred. We will see a lot of image marketing at
work. As we encounter these seemingly flash presentations, we must go beyond the faade and decipher a
candidates inner and deeper qualities with more vigor.
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Email bongosorio@yahoo.com or bong_osorio@abs-cbn.com for comments, questions or suggestions. Thank
you for communicating.