Digitalization and access to technology, evolving generational values and preferences, and increase in spending power among a large subset of the population have transformed the Philippine consumer landscape over the last 20 years. Edie Acedera, Founder and Managing Director of Brandev and a prominent figure in consumer insights and marketing strategy, uses her extensive knowledge to assist brands in understanding and capitalizing on these emerging trends in a rapidly evolving global environment. Edie is very passionate about the need to stay informed and at pace with these changes, and working with her clients to ensure they are able to adapt these insights for their brands.
After a successful corporate career with Procter and Gamble Philippines and Unilever in Singapore, where she gained extensive experience in marketing and consumer insights, Edie returned to the Philippines in 2015 to focus on her family and pursue new professional opportunities. Edie identified Consumer Insights as her core expertise and imagined a way to apply her multinational experience to the local market. This inspired her to establish Brandev Insights and Consulting, whose goal is to enable business growth by helping ensure Consumer representation in boardroom discussions. The firm has established a distinct market niche in the consumer insights sector as experts in strategic insights, specializing in market research that inform high-level decisions and shape long-term business strategies. The Brandev team uses Market Research to challenge current beliefs and perceptions about the market and consumers, to reframe the market opportunity and unearth insights that open up opportunities for growth.
“We are a team of highly experienced marketing and market research professionals, who look at the data and insights from a lens of strategic impact, growth and actionability. We are not afraid to get our feet wet and our hands dirty for the purpose of uncovering human truths that will spell the difference between the obvious, and the thought-provoking and fresh insight that spell new opportunities for the client. In a way, we are both market researchers and marketing consultants in one”, explains Edie. “My experience as a client and user of the insights, help a lot in ensuring that the insights we gather are relevant and actionable”.
Due to its strategic emphasis, Brandev has become a sought-after partner for foundational market and consumer studies, innovation development, new product launches and market entry studies, communication and advertising research. To date, Brandev has worked with clients in the Philippines, South East Asia , USA and Canada.
Uncovering Consumer Behavior
Edie emphasizes ethnography heavily, using a methodology that goes beyond the usual focus group discussions and surveys.
In place of direct inquiry, which frequently results in rational answers, the Brandev team concentrates on situational interviews and contextual awareness, looking at the environment, customs, and influencers that affect consumer choices. "This methodology pays close attention to what customers do both consciously and sub-consciously, on top of what they explicitly say. We decipher the unsaid by fully integrating ourselves into our customers' everyday life, whether via in-person observation or digital channels such as social media or online diaries”, says Edie.
Edie and her team use contextual cues to provide a deeper, more precise insight into consumer behavior by bridging the gap between perceived and actual behavior. Whether applied digitally or physically, this approach reveals insights that are frequently concealed beneath the surface, allowing client brands to establish a more meaningful connection with customers.
Advocate, Author & Thought Leader
Edie has also co-authored a book, titled ‘Mommy Republic: Understanding Filipino Millennial Moms’, through which she aims to provide crucial consumer insights to smaller businesses with limited research budgets. The goal of the book was to provide companies easier access to highquality consumer data so they can better understand their target consumers. As the book became more popular, Brandev started to draw more clients and established itself as a thought leader in the Philippines. Edie’s goal for Brandev was to use her knowledge of consumer behavior to help businesses grow.
Edie is dedicated to advancing knowledge and developing talent in consumer and market insights. She teaches Consumer Behavior at the University of the Philippines to develop the next generation of consumer insight specialists.
Along with her husband Raymund Acedera, who leads Brandev’s capability development team, Edie develops programs to equip young individuals with the necessary knowledge and abilities to succeed in the industry. Brandev has trained 400–500 university students on consumer behavior and market research during a recent marketing summit in Mindanao, in the southern Philippines, as part of this advocacy.
Market share, financial metrices and loyalty are rewards given by consumers to brands who have made their lives better. This is only possible if you uncover the compelling insights & leverage these for business growth
Through these initiatives, Edie intends to support the development of market research in the Philippines, enticing more individuals to become involved and advance their knowledge of market research approaches and methodologies, and eventually fostering the industry's growth in the years to come.
Expanding Reach & Capabilities
With plans to grow its offerings and geographic reach, Edie aims to continually build Brandev’s capabilities in in the space of strategic research. This will require expanding its talent pool and innovating on its frameworks and methodologies to ensure relevance in the changing consumer landscape. Beyond the Philippines, Brandev intends to penetrate other markets and establish itself as a thought leader in terms of strategic research.
Edie Acedera, Founder & Managing Director, Brandev Insights & Consulting
Edie Acedera graduated Magna Cum Laude with a Bachelor of Science in Business Administration from the University of the Philippines. With over 15 years of corporate experience, Edie has worked with multinational FMCG giants Unilever, Procter and Gamble in Marketing and Consumer Insights holding local, regional and global roles.
Edie founded Brandev Insights and Consulting in 2017, and has since worked with clients from various industries – Fast Moving Consumer Goods, Airlines, Food Service, Medical, Government, Tech to mention a few. Edie co-authored the book ‘Mommy Republic: Understanding Filipino Millennial Moms’ and advocates for consumer insight education, constantly training the new breed of Consumer insight professionals by teaching Consumer Behavior at the University of the Philippines.
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