A big segment of Filipinos – corresponding to a third of the electorate – places importance on competence traits in candidates, the “Pinasurvey” study by research company Insightspedia showed.
At least 12 percent of respondents who are most worried about the economy consider knowledge essential.
These insights counter the prevailing belief that Filipinos are largely non-discerning when it comes to selecting their public officials.
“The key is to be able to locate these segments, convey competence and knowledge to them, and to speak to them in a way that resonates with them specifically,” said Rolland Ramirez, Managing Director of Insightspedia.
Insightspedia previously released the five segments “Pinasurvey” uncovered in the electorate: Misunderstood Mainstream, the largest and slightly misjudged segment of voters; Passive Onlookers, the least involved and least inclined to have their minds changed; Solution Seekers, those who put most importance on character over competence and are the most agitated; Connection Cravers, voters who look for the candidate they can relate to and create a personal connection with; and Economy Worriers, most worried about rising prices, low income, and lack of jobs.
Rising prices, low income, and lack of jobs are the top issues, but notable differences were seen by segment, with these most pronounced among Economy Worriers.
The study also showed a strong bandwagon mindset is evident among Filipinos, with 56 percent describing themselves as eager to embrace or even initiate new ideas, markedly Connection Cravers and Solution Seekers.
“Identifying the segments is one thing, operationalizing them is another,” said Ramirez. “The Pinasurvey framework provides candidates, policymakers, political strategists/consultants, and campaign teams an analysis toolbox for a comprehensive and integrated solution that enables them to better know, understand, and communicate with voters.”
The survey had 2,500 respondents who are of voting age by May 2025. It has a +/- 2 percentage points margin of error at a 95 percent confidence level.
