analysis: presidentiables for the rich, presidentiables for the poor and presidentiables for all

there is an emerging trend at looking closer at the most recent Pulse Asia presidentiables survey results more closely(end january 2010).

there are basically three groupings of presidentiables.

• presidentiables who enjoy support across the board from all socio-eco classes
• presidentiables whose socio-eco classes support are skewed towards a specific socio-eco class

the first group are the presidentiables who are the front runners, villar and aquino who gained high numbers across the board. the second group have scores that tend to have very high on a specific socio-eco group and belong to the laggards group, teodoro and gordon.

this tells us its important for presidentiables to appeal to all socio-eco classes. appealing only to one segment ends up with a total low score.

we have written about the profile differences of villar, aquino and estrada based on this chart previously (read here:    analysis – villar and aquino are opposites, villar and estrada are the same : pulse asia presidentiables poll january 2010).

teodoro and gordon has similar profiles – they both appeal to the rich, ABC socio-eco classes. to turn that around will mean more advertising that appeal to them and most probably more provincial tours for public meetings. of the two, advertising will work faster and work best.

for villar to win this election, he needs to pull in voters from the ABC and D. a key concern for villar is the ABC socio-eco class since his ratiungs are significantly lower than that of of aquino. for aquino to win this election, he needs to pull in voters from the E socio-eco class. aquino’s weakness among the E is surprising since we thought cory’s pull among the voters runs across all socio-eco classes.

villanueva is interesting as his is a similar profile to those of villar and aquino – across the board. the issue with villanueva is that his ratings are low also across the board. that means villanueva need advertising and more efforts to reach more of these voters.