As businesses grapple with fragmented audiences, shifting consumer behavior, and the rapid rise of digital and AI-generated content, strategic communications firm Comm&Sense Inc. is reinforcing the value of research and audience intelligence as it celebrates its 20th anniversary.
Founded on the principle that effective communication should be driven by evidence rather than assumptions, Comm&Sense has spent the past two decades helping organizations across healthcare, finance, real estate, and other industries transform research into business strategies that improve performance, strengthen brand reputation, and foster meaningful stakeholder engagement.
Using tools such as social listening, behavioral analysis, and nationwide research studies, the firm said it helps clients uncover insights into consumer motivations and decision-making, enabling them to develop relevant products and services while communicating with greater precision.
“We have long gone past traditional public relations,” said Comm&Sense Co-founder and Managing Director Charlotte Reyes. “The real value of communication lies in our ability to uncover human truths, identify unmet needs, and turn those insights into actions that create impact for organizations and the communities we serve.”
According to Reyes, the firm’s research initiatives go beyond demographic profiling by examining the motivations, perceptions, and behavioral shifts shaping Filipino consumers, providing organizations with insights that inform both business and communication strategies.
Among the firm’s flagship initiatives is the PhilCare Wellness Index, developed in partnership with healthcare provider PhilCare. First conducted in 2015, the nationwide study has since been carried out five times, including two editions during the COVID-19 pandemic. Comm&Sense said the research is the first of its kind in the Philippines to comprehensively examine the physical and mental health and wellness of Filipinos.
The findings not only generated insights into healthcare priorities but also led to the development of the country’s first prepaid healthcare plans in 2016. The annual reports have likewise gained widespread media attention, helping establish PhilCare as a thought leader among policymakers, healthcare stakeholders, and the public.
“Comm&Sense helped us uncover valuable insights into how Filipinos view health, wellness, and preventive care, allowing us to develop solutions and communication strategies that are more relevant and human,” said Raymond Tiangco, EVP of Operations of PhilCare.
“The research continues to shape how we engage with our members, and they remind us that real innovation starts with listening closely to what Filipinos actually need,” he added.
The firm also partnered with PhilLife on the PhilLife Meter, a study examining the financial literacy, health, and wellness of Filipinos. Going beyond traditional economic indicators, the research explored how financial pressures influence spending habits, savings, and long-term planning.
Comm&Sense said the findings informed communication strategies, product positioning, and consumer engagement initiatives within the insurance and financial services sector. The study also contributed to the creation of Capital Brew, described as the country’s first chain of financial cafés.
In 2023, the firm launched Common Ground: New Voices in Media, another nationwide research initiative that examined the media consumption habits and behavioral patterns of Generation X, Millennials, and Generation Z amid the rapid evolution of social media. The study identified both differences and commonalities across generations, highlighting the growing demand for authenticity, curated content, and personalized experiences while finding that audiences continue to consume news across multiple platforms.
The firm’s research-driven approach has earned recognition from the Philippine Quill Awards, where it received multiple Top Division Awards for Communication Research, as well as honors from the Anvil Awards and the Asia-Pacific Stevie Awards.
As it enters its third decade, Comm&Sense said it remains committed to helping organizations convert research into actionable strategies and transform communication into measurable business value.