Competence more important than character for Filipino voters — survey
By Chloe Mari A. Hufana
THREE of 10 Filipinos value a political candidate’s competence more than his character, according to a survey by Insightspedia, Inc.
“When they talk of competence, they talk about somebody who knows what they’re talking about — somebody who has enough experience on the job,” Insightspedia Managing Director Rolland M. Ramirez told BusinessWorld on the sidelines of a news briefing.
“Filipinos don’t really associate education with competence as much as others do. Competence for Filipinos is more being on the job… someone who rose from the ranks,” he added.
These voters, who made up 33% of the total and labeled as the “middle-road majority,” are mostly composed of Generation Z — born in 1997 to 2012 — and boomers born in 1946 to 1964, the digital survey operator said.
The Philippines will hold midterm elections next year. Filipinos will elect their congressmen, mayors, vice mayors and members of city councils on May 12, 2025.
Twelve of the 24-member Senate will also be replaced.
Mr. Ramirez said the “middle-road majority” tends to be more idealistic in choosing their leaders.
“No more bothered by issues than average, they place higher importance on competence traits compared with other segments,” according to Insightspedia. “They are less swayable and are more likely to be influenced by their peers.”
It added that 23% of Filipino voters are “passive onlookers” who trust the status quo and are less influenced by gimmicks. These people value character traits more than competence.
They mostly live in the vote-rich Calabarzon region made up of Cavite, Laguna, Batangas, Rizal and Quezon provinces. They are the hardest voters to capture, but the easiest to keep because they are loyal.
Insightspedia said 17% of Filipino voters are “solution seekers” who tend to be “the angriest and most frustrated” and look for a leader who could solve their problems.
Like the passive onlookers, the solution-seekers also look for character traits in candidates.
“So, you appeal to their emotions, their anger, their frustrations,” Mr. Ramirez said at the briefing.
These voters are more influenced by their families, immediate and extended friends, religion and endorsements.
An iron-fisted and assertive candidate might appeal to solution-seekers, Mr. Ramirez said, citing as an example the late Senator Miriam Defensor-Santiago.
“They are most receptive to influences and are most swayable, perhaps due to their search for solutions to the myriads of issues they observe,” according to the study.
The last segment of voters is the “economy worriers,” who make up 12% of Filipino voters. Mr. Ramirez said they are the most family-oriented voters.
“While rising prices, low income and the lack of jobs are the top concerns across all segments, they take unique prominence in this segment,” Insightspedia said. “Given this, they place more value on leaders’ skills especially knowledge.”
These people worry about security issues such as crimes, terrorism, informal settlements and the slow justice system.
Insightspedia said Philippine elections are no longer just a popularity contest.
The online survey operator seeks to go beyond traditional demographics by delving into voters’ personal values, beliefs and motivations.
It also aims to help candidates, policymakers and political parties to tailor their campaigns so these can resonate more with voters.
The Insighspedia study had a sample size of 2,500 respondents.