Germaine Reyes

CEO/President

Synergy Market Research + Strategic Consultancy

Germaine Reyes is the President and CEO of Synergy Market Research + Strategic Consultancy, a management consulting, research, and data analytics firm and the exclusive Philippine partner of YouGov, a globally recognized research and data analytics company. A pioneer in market research known for forward-thinking insights that empower business and marketing professionals worldwide, she has led Synergy to consistent international recognition, including multiple Bronze Awards from 2024 to 2026 at both the Stevies Asia Pacific and International Business Awards. in 2026, Synergy earned two Gold awards for its work with ACEN Res to showcase the best use of data to drive brand strategy at the International Business Awards of Stevie and for Research Impact - APAC at the Esomar Awards. She was also named an Insight250 Award winner for 2025 and 2026, selected by a jury of experts from organizations such as Google, Meta, Unilever, and PepsiCo, and was the only Filipino among the 250 global leaders honored. Before founding Synergy, she held key directorship roles at The Coca-Cola Company’s Philippines Division, AC Nielsen, BBDO advertising company in the Philippines, and Avellana & Associates. She holds both a BS and a Master of Statistics degress from the University of the Philippines, Diliman. Through Synergy, she uncovers what drives consumer engagement with brands and translates it into actions that deliver measurable business results.

Sessions

Consumers Are Not Contradicting Themselves: What Philippine Consumers Can Teach Us About the Tensions Shaping Markets

Consumers today often appear contradictory - cutting back while still paying more for what feels worthwhile, embracing AI while remaining cautious about how companies use it, want to be connected but will do digital detox/diet;they're willing to pay more for sustainable products but price is one of the key barrier in purchase decisions, et. al. Drawing from new research in the Philippines, this session will show how these seemingly conflicting behaviors can be understood as underlying consumer tensions, and how insights professionals can use them to identify deeper shifts, generate more meaningful foresight, and raise relevant questions for other markets across Asia-Pacific.

Key Takeaways:

1. Learn a practical way to uncover the competing needs behind seemingly contradictory consumer attitudes and behaviors.

2. Understand a framework for assessing whether emerging behaviors reflect immediate reactions, sustained adaptations, or deeper shifts in consumer decision-making.

3. Learn examples of how consumer tensions can be translated into sharper strategic questions and business implications - and prompts for examining how the same tensions may be expressed differently across markets.

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