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People line up as Comelec launches its Register Anywhere and the Special Register Anywhere Program at the Comelec Headquarters in Intramuros, Manila on Feb. 12, 2024. Jonathan Cellona, ABS-CBN News

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PH MID-TERM ELECTIONS

Andrea Taguines

ABS-CBN News

<div><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/171771249929220240212-comelec-register-anywhere-JC-7166.jpg" style="width:900px" class="fr-fic fr-dib"/>People line up as Comelec launches its Register Anywhere and the Special Register Anywhere Program at the Comelec Headquarters in Intramuros, Manila on Feb. 12, 2024. Jonathan Cellona, ABS-CBN News</div>MANILA – A new study released on Thursday seeks to dispel the notions that there are only two voters in the Philippines: the affluent few and the so-called “masa” or common people, which is the voter base that candidates usually try to win over.The Pinasurvey by digital research data provider Insightspedia identifies five distinct voter segments characterized based on their values, priorities, and level of engagement in politics.Insightspedia Managing Director Rolland Ramirez said political campaigns can use this segmentation as a tool to better understand and engage with voters as they gear up for the 2025 senatorial elections.“An oversimplified way of looking at things would be if you capture the masa, that’s basically one vote. But I think it’s not right. It’s misleading to box the masa as if they’re just one vote, as if the masa are driven by the same set of motivations or masa have the same belief system, same values,” said Ramirez.Out of the five voter types, the biggest segment is the Middle-Road Majority, which Ramirez said are mostly Gen Z and millennials who already know what they want: a competent leader.“They are less swayable. More or less they go into elections having made up their minds the earliest,” said Ramirez.There are also the Passive Onlookers who are mostly satisfied or unwilling to change the status quo.In contrast, Solution Seekers are the angriest and noisiest of the bunch, Ramirez said. The group is the easiest to sway as long as the candidate appeals to their emotions, he said. “They want answers, they want solutions to existing problems in the Philippines and they want those answers now. So they are kind of looking for a savior,” he said.“They probably vent out these frustrations, this anger on social media. So you appeal to their emotions, their anger, their frustration,” added Ramirez.For the Connection Cravers, Ramirez said getting their vote means having that personal touch.“These are the people who want, seek out, to shake hands with their candidate, and that’s enough to get me my vote. You shake my hand, you are my friend, I know you, you know me, I will vote for you. In return, they expect to receive aid from their candidate once elected,” said Ramirez.Lastly, the Economy Worriers are those who would want specific issues such as rising prices, low income, and lack of jobs addressed.“If you appeal to social issues such as these, it’s easy to capture their attention and, therefore, convince them eventually to vote for you,” said Ramirez.According to Ramirez, the best way candidates can use their study is not necessarily to try to appeal to each and every segment but to know which voters to prioritize or which segments can still be swayed.“Diba, ganun sa states? That’s why Republicans are never seen in New York, LA or Califonia. That’s a waste of time. That’s a blue state. Democrats don’t waste their time in Texas because it’s a red state. So it’s targeting,” he said.Ramirez also hopes the study would foster understanding among Filipinos on why each group votes a certain way. “Even if they don’t share the same values, beliefs as us, they’re coming from somewhere. Just because they don’t vote for our candidate, that doesn’t make them bobo,” he said.The self-funded Pinasurvey was conducted among 2,500 respondents nationwide.

A new study released on Thursday seeks to dispel the notions that there are only two voters in the Philippines: the affluent few and the so-called “masa” or common people, which is the voter base that candidates usually try to win over.

A new study released on Thursday seeks to dispel the notions that there are only two voters in the Philippines: the affluent few and the so-called “masa” or common people, which is the voter base that candidates usually try to win over.

New survey lays down five key voter segments in PH ahead of 2025 elections

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New survey lays down five key voter segments in PH ahead of 2025 elections

Andrea Taguines,

ABS-CBN News

Published June 07, 2024 06:41 AM PHT

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Pinasurvey

Insightspedia

Filipino voter segmentation

elections

2025 elections

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