convicted criminal Joseph Erap Estrada – next president of the philippines? next steps for erap to win the election
consumer research can win the election for erap or for his opponent
these are election polls and not yet the election, but it is quite difficult to understand how a convicted criminal, guilty to the charge of economic plunder can still make it to the top 3 in the election poll. one would think anyone convicted of any crime is enough for the people to withdraw their support or preference. but this is much more that just any crime, it is economic plunder which essentially means erap was involved in large scale corruption, worth hundreds of millions, stealing for his own personal benefit hundreds of millions of pesos from the government and in effect money that could have been spent for the use and benefit for the people.
how can the repondents say they will vote for a person like that?
do they not know erap is a convicted criminal? they do not believe in the conviction? they do not know that erap stole money from the government meant for the people for his own benefit?
are the people choosing him to be president so that erap can do it again? or do the people hate arroyo so much that they are choosing arroyo’s biggest enemy?
i have to admit, such inconsistencies or perplexing questions rarely exist in marketing and advertising. preference or non-preference towards a brand or even a product attribute is much much more direct in consumer marketing than in philippine politics.
but in politics as well as in marketing & advertising, it is these types of issues that are the most interesting, the most challenging and i would say the most rewarding. if this kinds of questions come up in consumer marketing and advertising, the obvious action is to conduct an extensive consumer research — mostly focus group discussions (FGD) in key cities in the country.
the answers to these types of questions cannot be guessed or apply any sort of intelligent guessing and much less gut feeling. getting to answers this way without the benefit of consumer research is a sure formula for disaster.
more importantly, it cannot be just any FGD. the design should be more complex and more in-depth than the usual. the design cannot rely on straigh questions and answers. and it cannot be just a one-off effort, this will need a multi-stage FGD design.
it is a most difficult FGD and will involve a much more complex FGD design, but the rewards will be astronimical. if designed right, the indsights and learnings that will be extracted from these FGDs can be the core strategy for winning the presidential election in 2010.
and that goes both for erap and his opponents who want to be well equipped if erap runs for president. it is obvious the kinds of benefits erap will gain in running these consumer research studies. it may not be too obvious for erap’s opponents, but it will give them an excellent insight into the minds of the voters and will open to them windows to defeat erap in the 2010 elections.