Filipinos oppose ‘EDSA-Pwera’ ad, shows 94% negative mentions, high reach abroad – data
A social listening report from Capstone-Intel revealed that roughly 94 percent of Filipinos have expressed their negative outlook on the controversial “EDSA-pwera” advertisement which has made rounds online since its airing. Capstone-Intel Corporation is a high-impact research company that uses innovative research technologies, tools, and methods to convert data and information into breakthrough insights and actionable intelligence outputs. It is committed to helping its clients solve problems, find solutions, grow markets and constituencies, build reputations, navigate risks, manage crises, and be the country’s leading private research and intelligence agency. Background The “EDSA-pwera” ad was faced with various criticisms following its public airing on various television networks at the height of Traslacion 2024 newscasts. According to reports, “EDSA-pwera,” the advertisement in question addressed the purported apparent “failures” of the 1987 Constitution. The campaign also provided justification for the need to change the Philippine Constitution. Records show that the People’s Initiative for Reform Modernization and Action (Pirma), a legal organization well-known for promoting constitutional amendment through people’s initiative under the Ramos administration, was the client of the law firm Gana Atienza Avisado, which provided funding for the advertisement. Methodology Capstone-Intel Corp. examined the online presence of “EDSA-Pwera” in the country as a topic of discussion over the month, from January 9 to January 15, 2024, by utilizing all publicly accessible posts from social and non-social media platforms in order to gather the sentiments of the public about the controversial advertisement. Facebook Performance Capstone-Intel found that “EDSA-pwera” garnered a 1,664.7 engagement score for its 83 total post count, which yielded over 4,601 total reaction count. When broken down, “Facebook like” accounts for 70.3 percent of the total reactions, with 4,601. Followed by “Facebook love” with 787 reactions (17.1 percent), “Facebook haha” with 508 (11 percent), “Facebook angry” with 51 (1.1 percent), “Facebook sad” with 12 (0.3 percent), and “Facebook wow” with 7 reactions (0.2 percent). Upon looking at the data, the majority of “Facebook like” and “Facebook love” reactions are not attributed to public support for the commercial as the top posts these reactions came from are from critics slamming the airing of the commercial. It can also be noted that for the past week, a number of posts have surfaced discussing the implications of the “EDSA-pwera” commercial to the Filipino public. Online mentions Capstone-Intel likewise revealed that the “EDSA-pwera” commercial received 94.8 percent negative mentions, and the remaining 5.2 percent were positive mentions. This means that the article mentions about “EDSA-pwera” campaign was mostly angled negatively, and that forums had a variety of discussions hitting the commercial. According to data, Twitter holds the platform with the most number of negative discussions about the “EDSA-pwera” advertisement, with 52.6 percent of negative mentions. This was followed by the news, with 20.4 percent, and Facebook with 9.9 percent. It is also worth noting that the “EDSA-pwera” ad received 4,525,780 social media reach, while its non-social media reach yielded over 508,820 non-social media reach. Interpreting the data gathered by the Capstone-Intel, it was seen that the majority of the mentions, regardless if its public forum or the news, were mostly negative, emphasizing the failure of the campaign to persuade people why there is a need to amend the 1987 Philippine Constitution. ‘EDSA-pwera’ ad reaching abroad Aside from the Philippines, Capstone-Intel also found out that the “EDSA-pwera” ad, whose messaging became controversial, has already reached other countries. Among the countries the EDSA-pwera reached are the following: France – 153,745 online reach United States – 143,702 online reach United Arab Emirates – 4,900 online reach United Kingdom – 2,118 online reach Canada – 2,070 online reach Germany – 1,682 online reach Sri Lanka – 1,400 online reach Australia – 1,223 online reach Top posts In terms of top posts, the top posts for the “EDSA-pwera” ad were social media posts from critics. The number one most engaging story about the topic was a Facebook post from Leila De Lima, releasing a press statement about the “EDSA-pwera” ad, which received a 518.5 engagement score. This was followed by another press release from Liberal Party, slamming the controversial commercial. This post yielded a total of 363.2 engagement score. The third most engaging post for the “EDSA-pwera” ad was a statement from the Act-Teachers Partylist, regarding the need to investigate the embattled commercial, yielding a total engagement score of 146.5. While the data regarding the top posts may seem lower than what is expected to be recorded due to the number of clashes it has received over the past week, the top posts indicate that still, more Filipinos are not receptive to the idea of changing the current constitution, with other social media users called on the government to first resolve the economic woes faced by the country in order to uplift the lives of the Filipino people.
Month-long reach of ‘Pira-Pirasong Paraiso’ breaches 446 million in PH – data
A social listening study conducted by Capstone-Intel revealed that the television series “Pira-Pirasong Paraiso” has received a whopping 446,568,662 social media reach in the Philippines following one-month excessive scrutiny of the show’s online presence. Capstone-Intel Corporation is a high-impact research company that uses innovative research technologies, tools, and methods to convert data and information into breakthrough insights and actionable intelligence outputs. It is committed to helping its clients solve problems, find solutions, grow markets and constituencies, build reputations, navigate risks, manage crises, and be the country’s leading private research and intelligence agency. Background “Pira-Pirasong Pangarap” is a Philippine romantic television drama series by Kapamilya Channel and TV5. Kapamilya stars including Loisa Andalio, Charlie Dizon, Alexa Ilacad, and Elisse Joson are among the cast members of the program. The series is slated to conclude on January 27, 2024, with a total of 161 episodes. Methodology Capstone-Intel Corp. examined the online presence of “Pira-Pirasong Pangarap” in the country as a topic of discussion over the month, from December 12, 2023, to January 11, 2023, by utilizing all publicly accessible posts from social and non-social media platforms in order to gather the sentiments of the public about the singer-songwriter. Facebook Performance Capstone-Intel found that “Pira-Pirasong Pangarap” garnered a 79,999.5 engagement score for its 241 total post count, which yielded over 754,159 total reaction count. When broken down, “Facebook like” accounts for 75.4 percent of the total reactions, with 568,463. Followed by “Facebook love” with 177,395 reactions (23.5 percent), “Facebook haha” with 3,823 (0.5 percent), “Facebook sad” with 2,800 (0.4 percent), “Facebook wow” with 1,139 (0.2 percent), and “Facebook angry” with 539 reactions. Looking at the data, the majority of “Facebook like” and “Facebook love” reactions can be attributed to several Filipino social media users showing off excessive support for the series – highlighting that the number of posts is excessive enough to promote the program. Online reach, mentions Capstone-Intel likewise revealed that “Pira-Pirasong Pangarap” received a complete 100 percent positive mentions. This means that the article mentions about the show were all angled positively. It is also worth noting that “Pira-Pirasong Pangarap” received 446,568,662 social media reach, while its non-social media reach yielded over 877,039 non-social media reach. Top posts In terms of top posts, the top post for the show was a Facebook promotional post from TV5 featuring one of the highlights from the show, which received a 5,462.4 engagement score. This was followed by another promotional post from ABS-CBN, which featured another highlight of one of the thrilling scenes of the series. This post yielded a total of 3,518.9 engagement score. The third most engaging post for “Pira-Pirasong Pangarap” was another post from Swifters 2.0a highlight of the show detailing a revenge plot of one of its major characters, yielding a total engagement score of 3,373.6. Evaluating the top engaging posts for the show, Capstone-Intel suggests that these promotional posts are effective enough to create a buzz and put the show at the center of social media discussions.
Pinoys ‘proud’ of Jo Koy’s selection as Golden Globe Awards host; gets clash for Taylor Swift joke, data shows
A social listening report from Capstone-Intel Corporation revealed that while a number of Filipinos have shown their pride for Filipino-American comedian Jo Koy for his selection as host for the 2024 Golden Globe Awards, it can be seen through the data gathered by Capstone-Intel that his online presence during the show has received a majority of negative mentions. Capstone-Intel Corporation is a high-impact research company that uses innovative research technologies, tools, and methods to convert data and information into breakthrough insights and actionable intelligence outputs. It is committed to helping its clients solve problems, find solutions, grow markets and constituencies, build reputations, navigate risks, manage crises, and be the country’s leading private research and intelligence agency. Background On Sunday, January 7, 2024, Filipino-American stand-up comedian Joseph Glenn Herbert, professionally known as “Jo Koy,” hosted the 2024 edition of the Golden Globe Awards, to which he received clashes and criticisms after cracking a joke around Taylor Swift. “The big difference between the Golden Globes and the NFL (National Football League): On the Golden Globes, we have fewer camera shots of Taylor Swift, I swear,” Jo Koy said. According to him, the “intention” of the joke was “to make fun” of the league. However, he made headlines after the joke, with some Filipino Taylor Swift fans hitting the comedian for what they thought as “insensitive” to be pulled off. Methodology Capstone-Intel Corp. examined the online presence of Jo Koy in the country as a topic of discussion over the month, from January 7, 2024, to January 12, 2024, by utilizing all publicly accessible posts from social and non-social media platforms in order to gather the sentiments of the public about the comedian. Facebook Performance Capstone-Intel found that Jo Koy garnered a 106,409.4 engagement score for its 571 total post count, which yielded over 596,750 total reaction count. When broken down, “Facebook like” accounts for 47.2 percent of the total reactions, with 281,485. Followed by “Facebook love” with 210,258 reactions (35.2 percent), “Facebook haha” with 90,978 (15.2 percent), “Facebook sad” with 6,364 (1.1 percent), “Facebook angry” with 5,286 (0.9 percent), and “Facebook wow” with 2,381 reactions (0.4 percent). Looking at the data, the majority of “Facebook like” and “Facebook love” reactions can be attributed to several Filipino social media users showing excessive support to the comedian particularly for his selection as a host to the esteemed awarding body. But the thing is, the third dominating reaction, “Facebook haha,” can be attributed to the controversial take of Jo Koy to Taylor Swift. Online mentions Capstone-Intel likewise revealed that Jo Koy received 55.8 percent negative mentions, and the remaining 44.2 percent were negative mentions. This means that the article mentions about Swift were mostly angled negatively, but the positive mentions are also worth understanding as the numbers nearly hit the negative ones, as per the data, these negative mentions are attributed to stories mentioning the contentious joke of Jo Koy against Taylor Swift. It is also worth noting that Jo Koy received 54,366,030 social media reach, while its non-social media reach yielded over 67,141,718 non-social media reach. This means that Jo Koy became a topic of discussion for most online forums at the height of the controversy. Top posts In terms of top posts, the top post for Jo Koy was a Facebook post from internet personality Jack Logan, featuring the selection of Jo Koy as host of the award-giving body, which received a 19,918.7 engagement score. This was followed by another post from content creator, Richard Mata, congratulating the Filipino-American comedian. This post yielded a total of 18,478.8 engagement score. The third most engaging post for Jo Koy was a news post from ABS-CBN, regarding the thoughts of Jo Koy about hosting the Golden Globe Awards, yielding a total engagement score of 4,384.2. Understanding the engagement scores of the top posts, it can be understood that Filipinos are expressing their pride for the comedian for being selected as a host. However, the succeeding posts that came next to it were about the controversial joke he cracked about Taylor Swift in the middle of the ceremony, making Filipinos aware of the insensitive joke he had thrown at the event.
What is Market Research and how do you do it?
Research plays a crucial role for policymakers, organizations, and academic institutions to craft better policies that help enhance their performance and presence in their respective industries. For private companies, especially brands, market research has been a significant tool for the succession of their identification and the proliferation of a lasting campaign – backed by data. What is Market Research? Academicians and research experts believe that to ascertain the commercial potential of a service or goods, market research is the method of obtaining data about consumers and the market at large. Polls, focus groups, industry data analysis, and interviews are forms used when conducting market research. The motive of market research is to gain more insight into prospective clients, including how effectively the good or service you provide meets their demands and how it stacks up against other competitors. Important questions to answer when conducting market research Industry experts likewise noted that it is imperative that market researchers rigorously take the following questions when conducting research: What are the demographic characteristics of my intended consumers? What are their interests and spending behaviors? What do individuals think about my company or industry? What kind of problems can I support this group with? How can I best interact with them? When is the right time to do market research? Brands and corporations targeting a specific audience are required to conduct market research in order to swiftly formulate top-of-the-line activities and effective campaigns for their clients. Originally, before building a product or service, market research initially helps the corporation understand and push through with its target service. It also allows businesses to gain knowledge about comparable items, price frameworks, and promotional efforts. Secondly, understanding your prospective clients in emerging markets is fundamental. Financial disruptions, increasing patterns, and beliefs vary by geographical position, and doing market research may alleviate too many costs when targeting new ventures. Insights to ponder on before doing market research Understand your competitors Provide better marketing for your services or product Addressing consumers’ pain points Research methods To better formulate market research, these are the following methods you should conduct when understanding your market: When discerning the customer side Interviews Focus groups Surveys Observational research Market segmentation and demographics Understanding the trends and the competitive market Competitive analysis Secondary market research data Focus groups Market segmentation and demographics Marketing and business efficiency Competitive analysis Interviews Focus groups Surveys While there are other ways to administer your market research, it is also essential that corporations understand the traditional processes of building your data for effective translation. These methods help craft campaigns that recognize the needs and demands of the changing consumer environment.
