Village Connect
As businesses navigate an increasingly complex digital landscape, understanding consumers has become more important than simply reaching them. With audiences spread across multiple platforms, rapidly changing preferences, and the rise of artificial intelligence-generated content, companies are relying more on research and audience intelligence to make informed decisions. Today, communication is no longer just about promoting products or services—it has become a strategic business function that helps organizations innovate, build trust, and strengthen relationships with customers.
For strategic communications firm Comm&Sense Inc., this approach has been the foundation of its work for the past two decades. Marking its 20th anniversary this year, the company continues to champion evidence-based communication, helping organizations translate research into practical strategies that improve business performance and public engagement.
Working with clients in industries such as healthcare, finance, and real estate, Comm&Sense combines nationwide research, social listening, behavioral analysis, and audience insights to help organizations understand how Filipinos think, behave, and make decisions. Rather than relying solely on demographics, the firm focuses on identifying deeper motivations and emerging trends that shape consumer behavior.
Comm&Sense Co-founder and Managing Director Charlotte Reyes said communication has evolved far beyond traditional public relations. She explained that understanding people’s motivations and unmet needs enables organizations to create meaningful solutions while delivering positive outcomes for both businesses and communities.
This philosophy has inspired several pioneering research initiatives that have influenced business strategies and product innovation across different sectors.
One of its landmark projects is the PhilCare Wellness Index, developed in partnership with healthcare provider PhilCare. First conducted in 2015, the nationwide study became the country’s first comprehensive research examining the physical and mental wellness of Filipinos. Since then, five editions of the study have been completed, including research undertaken during the COVID-19 pandemic.
The findings have not only provided valuable insights into the country’s evolving health priorities but have also resulted in tangible innovations. In 2016, the research contributed to the development of the Philippines’ first prepaid healthcare plans. The Wellness Index has likewise become a trusted source of information for policymakers, media organizations, healthcare professionals, and the general public, positioning PhilCare as a recognized thought leader in preventive healthcare.
PhilCare Executive Vice President for Operations Raymond Tiangco said the research has enabled the company to gain a better understanding of how Filipinos perceive health and wellness, allowing the organization to design more relevant products and communication programs that respond to real consumer needs.
Comm&Sense also partnered with PhilLife to launch the PhilLife Meter, a nationwide study exploring financial literacy, wellness, and the economic realities facing Filipino families. Going beyond conventional financial data, the research examined how economic pressures affect spending habits, savings behavior, and long-term financial planning.
The insights gathered have guided PhilLife’s communication efforts, product positioning, and customer engagement strategies. They also inspired the creation of Capital Brew, described as the country’s first chain of financial cafés that combines financial education with a welcoming community environment.
PhilLife Executive Vice President and Chief Operating Officer Michelle Ambagan noted that the study offered a clearer picture of Filipinos’ financial priorities, helping the company better understand the people behind every financial product and insurance policy it provides.
As media consumption habits rapidly changed during the pandemic, Comm&Sense introduced another industry-first initiative in 2023 called Common Ground: New Voices in Media. The nationwide study examined the media preferences and behaviors of Generation X, Millennials, and Generation Z while identifying areas where these generations share common interests.
The research revealed that despite differences in platform preferences, audiences across generations value authenticity in online content and continue to consume news from multiple channels. It also highlighted the growing demand for personalized content tailored to individual interests.
Comm&Sense President Andy Saracho, APR, said today’s audiences expect communications that are relevant and meaningful to their specific preferences. He explained that modern public relations requires carefully designed narratives for different platforms instead of distributing the same message across all channels.
The firm’s commitment to research-driven communication has earned recognition from several prestigious award-giving bodies, including multiple Top Division Awards in Communication Research at the Philippine Quill Awards, as well as honors from the Anvil Awards and the Asia-Pacific Stevie Awards.
As Comm&Sense enters its third decade, it remains committed to helping organizations transform research into practical action. By combining audience intelligence with strategic communication, the firm believes businesses can make better decisions, develop stronger products, and create lasting value. In today’s information-rich environment, success belongs not simply to organizations that speak the loudest, but to those that understand their audiences the best.
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