Market Research Fuels Profit and Success in the Philippines

In today’s competitive landscape, market research is a crucial investment that yields significant returns. In the Philippines, several major companies have leveraged insights from research to refine strategies, launch winning products, and strengthen market position—leading to considerable growth and profitability.

One standout example is Unilever Philippines. By adapting its product lines and marketing to uniquely Filipino behaviors and preferences, the firm achieved strong growth in value and volume. Its “post-wash” beauty and wellbeing products (e.g., conditioners) rose in demand after research revealed unmet consumer needs in hair care. Localised campaigns—such as the Knorr Nutri-Sarap programme—were built on careful studies of affordability, preferences, and cooking habits among Filipino households.

Similarly, Jollibee Foods Corporation has relied on market research to tailor its menu and campaigns to Filipino culture. Its “Bida ang Saya” campaign, grounded in consumer insights, delivered a 15% sales increase and a 40% boost in online engagement. By listening to customers and adjusting accordingly, Jollibee continues to sustain profitability and brand loyalty.

For small and medium enterprises (SMEs), the same principles apply—but they don’t need multi-million peso budgets to succeed. This is where Cavant comes in. Businesses can choose to have their teams trained by Cavant to conduct effective backyard research using affordable tools, or they can outsource full market research projects to Cavant for professional, reliable results. Either way, SMEs gain access to actionable insights that lead to smarter decisions, stronger customer connections, and sustainable profits.

One of Cavant Consultancy's expertise is the design and implementation of accurate and insightful market research. Send us an inquiry, we would love to be of help in crafting your research plans and exploring the many ways we can grow your business.