MANILA, Philippines – With the filing of certificates of candidacy underway, the election season is truly upon us.
We know who most of the main candidates for national office will be. We might know who’s running for local office where we live. But do we know what the voters want? And how can we tell?
A relatively new survey company proposes psychographic segmentation, which has been in use in marketing research in the last few decades, as a better framework than demographic analysis to understand the Filipino voter. Would it make for better candidates?
In this episode of In The Public Square, Rappler columnist and editorial consultant John Nery is joined by Insightspedia managing director and Kantar Media managing director Jay Bautista.
Watch the episode on Wednesday, October 2, at 8 pm. – Rappler.com