Synergy Market Research + Strategic Consultancy

12/06/2026

As we commemorate Philippine Independence Day, we celebrate the spirit of unity, determination, and excellence that continues to shape our nation. Happy Independence Day!

05/06/2026

Congratulations again to Coca-Cola Philippines for earning 2 recognitions at the 2026 Synergy-YouGov Awards.

Coca-Cola Philippines is strengthening its connection with Filipino consumers through continued investments in sustainability, community engagement, and product value, reinforcing its position in an increasingly competitive consumer market.

01/06/2026

Public health communication is not only about sharing information - it is about helping people make sense of everyday choices, habits, and the decisions they balance in daily life.

Last May 26, our President & CEO, Germaine Reyes, was invited to speak at the Science Symposium on Sodium and Health, organized by the International Life Sciences Institute (ILSI). The session brought together experts and stakeholders to address a critical public health challenge: how we communicate health information in ways that truly influence everyday decisions.

During her talk, she presented findings from the latest Synergy-YouGov Study, “Communication Pathways in Encouraging Adoption of Lower-Sodium Foods.” The study explores how different people respond to various health messaging approaches - what builds trust, what barriers prevent action, and what ultimately drives behavior change. It explores the effectiveness of practical guidance, family-centered messaging, fear-based approach in messaging, and wellness-oriented narratives in shaping dietary decisions.

She also shared results from YouGov Profiles, an audience segmentation tool that provides insights into Filipinos’ food-related habits. The data shows that Filipinos are strong food lovers, with half describing themselves as healthy eaters - indicating a broad potential audience for health-oriented messaging.

Overall, the findings aim to support more effective communication strategies that empower individuals to make healthier food choices in real-world settings.

For further inquiries on how to avail of the presentation material or presentation results, please contact us. https://tinyurl.com/4pmps3ma

26/05/2026

May this Eid al-Adha bring renewed hope, happiness, and abundant blessings.

21/05/2026

Rising inflation since early this year has continued to put pressure on household budgets, leaving many Filipinos struggling to stretch their monthly income to cover essential expenses. Meanwhile, ongoing global geopolitical tensions and supply chain pressures and rising fuel and commodity costs have further increased the prices of food, transport, and utilities, weighing on consumer finances and overall economic sentiment.

The latest Synergy-YouGov study, conducted in April 2026, showed that those who are ‘finding it difficult to live on their monthly income alone’ went up significantly from 32% in January to 36% in March and now at 44% in April. This is the second highest level recorded since Synergy started monitoring the current financial condition of Filipinos in early 2022.

Ponderables: With a growing number of Filipinos experiencing financial strain amid rising inflation, this poses a challenge for brands to rethink how they deliver value. In a time of rising inflation and more intentional spending, how can brands remain ‘worth it’ in the eyes of consumers?

Explore available data cuts and metrics from this tracking research for a clearer view of financial strain, spending shifts, and consumer sentiment trends. https://forms.gle/bSefKY5uBDsRpsxX7

11/05/2026

Congratulations again, BDO Life!

Top choice of Gen Z. BDO Life ranks No. 1 in Insurance Consideration at the 2026 Synergy–YouGov Awards.

Gen Zs are taking a fresh approach to securing their future. While many prioritize side hustles and personal goals, they also value authenticity and see the importance of financial protection early on.

Recognizing this shift, BDO Life has emerged as Gen Z’s top choice for their next purchase, earning the No. 1 spot in Consideration in the insurance sector at the 2026 Synergy-YouGov Awards. This citation comes from YouGov BrandIndex's 2025 nationwide consumer tracking results, based on daily brand health tracking among more than 3,000 Gen Z respondents.

“BDO Life is expanding its reach to support a broader range of breadwinners, including Gen Z. We appreciate how they value life insurance as a meaningful way to plan ahead and secure their future. This milestone inspires us to keep growing alongside the evolving needs of future generations," shares Shirlyn T. Book, BDO Life VP and Marketing Head during the awards ceremony.

The award underscores BDO Life’s deepening relevance among younger generations who consider insurance not just a safety net, but as their Plan B in building a secure future.

06/05/2026

2026 Synergy -YouGov Awards Recognized Top Philippine Brands, Powered by YouGov BrandIndex

The recent Market[In]Sights event held last April 24 featured the much-anticipated 2026 Synergy - YouGov Awards. The awards celebrated excellence among Philippine brands that resonated most strongly with Filipino consumers.

The 2026 Synergy-YouGov Awards highlighted standout achievements of brands that made a meaningful impact across the Philippines throughout 2025. At the heart of every successful business is the consumer - what people say, think, and feel about brands played a critical role in shaping brand success.

These awards were powered by YouGov BrandIndex, a trusted syndicated consumer research platform and daily brand health tracker. It monitored consumer perceptions and behaviors across 16 key brand funnel metrics, from awareness and consideration to purchase intent, making it one of the most comprehensive tools for evaluating brand performance. For many sectors, it had become an industry benchmark.

Top-ranked brands were determined based on the highest scores achieved within specific metrics in their respective sectors, using data collected from January 1 to December 31, 2025. Results underwent statistical significance testing to identify the Top 1 brand per category.

As the rankings were based on consumer surveys rather than jury deliberation, the results reflected the authentic voice of the market. They captured real consumer experiences, perceptions, conversations, and actions - highlighting brands that earned trust, relevance, and loyalty.

Celebrating the 2026 Winners

This year’s awards recognized top-performing brands across multiple categories:

Best Buzz
• QSR: Jollibee
• Travel: Philippine Airlines
• Fashion Retailers: Uniqlo Philippines*

Best Perceived Quality
• e-Commerce and m-Commerce: Shopee

Best Perceived Value
• Packaged Foods: Century
• Telco: DITO Telecommunity

Best Perceived Value Among Gen Zs
• Fashion Retailers: Penshoppe

Most Improved in Perceived Value
• Personal Care: Céleteque*
• Non-Alcoholic Beverages: Coca-Cola

Most Considered
• Travel: Philippine Airlines

Most Considered Among Gen Zs
• Insurance: BDO Life

Most Reputable
• Financial Institutions & Services: BPI

Most Reputable Among Sustainability Advocates
• Non-Alcoholic Beverages: Coca-Cola

Most Recommended
• Telco: Globe Internet
• Insurance: Sun Life Philippines

Most Recommended Among Esports Enthusiasts
• Financial Institutions & Services: BPI

Top Improver
• #1 Overall: Uniqlo Philippines*

Best Brand (Overall)
• #3: Century
• #2: Samsung*
• #1: Jollibee

*Brands marked were unable to attend the event but were recognized for their outstanding achievements.

The 2026 Synergy–YouGov Awards once again underscored the power of consumer insight in defining brand success. In an increasingly competitive landscape, these recognitions highlighted the brands that continued to earn the confidence and loyalty of Filipino consumers.

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About Synergy Market Research + Strategic Consultancy Synergy is a multi-awarded strategic consultancy firm in the Philippines, recognized by ESOMAR, the Stevie Awards, and the Insights Association of the USA for its innovative approach to consumer insighting and business-building research.

About YouGov YouGov is an international research and data analytics group headquartered in London, providing a continuous stream of consumer data from a global panel of over 24 million people.

06/05/2026

Congratulations again, Shopee!

WINNING | Shopee boosts trust in PH e-commerce boom

As competition intensifies, platforms that consistently deliver—on logistics, reliability, and user experience—are pulling ahead. Shopee’s latest recognition for perceived quality highlights how Filipino consumers are redefining what value means beyond price.

Story link in the comments

05/05/2026

Thanks, Manila Standard for the feature.

New research from Synergy Market Research shows 90 percent of Filipinos are cutting expenses while prioritizing brands that offer emotional value amid inflation.

05/05/2026

Thanks, BusinessWorld for the feature.

Filipino consumers are becoming more deliberate, more cautious, and more emotionally driven in how they spend-signaling a shift that brands can no longer ignore.