The human signal
The motivations, emotions, and cultural realities beneath observable behavior.
Decisions groundedin human truth.
Psychologist-led research for brands and organizations in Metro Manila and across the Philippines. We look beyond what people do to understand why—and turn that understanding into clearer decisions.
Start a conversation
Good research begins
where life actually happens.
Behind every pattern is a person.
Behind every decision, a context.
Groundwork is a boutique research agency in Metro Manila, Philippines, led by licensed psychologists. We study motivations, tensions, and everyday experiences to help brands and organizations understand the people their decisions affect.
Structural clarity
A focused interpretation of what the findings mean for the decision at hand.
Boutique partnership
Direct involvement from our founders, from the first question to the final recommendation.
Research services for
clearer decisions.
01Understand people & contexts
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Through qualitative and mixed-method research, get closer to the people you serve: how they think, feel, behave, and choose within the realities of their lives.
- Audience and culture research
- Experience and barrier mapping
- Systems and stakeholder research
02Test ideas & experiences
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Explore how people interpret and respond to your brand, concept, message, website, or proposed experience.
- Brand and concept testing
- Communication and proposition research
- Website and service experience feedback
03Explore opportunities
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Build a grounded view of an unfamiliar market and understand what could support or prevent adoption.
- Market entry and feasibility
- Category and competitive analysis
- Localization and strategic recommendations
Have a decision that needs a clearer picture?
Discuss your research needs ↗Real questions.
Grounded answers.
3CAT
A new market.
A new context.
Understanding a Philippine audience
01A mixed-method study exploring potential audiences, cultural context, and brand interpretation to guide 3CAT’s Philippine market entry.
Read Case Study +
Desk research, competitor analysis, interviews, focus groups, brand testing, and surveys informed recommendations for localization, communication, consumer education, store experience, and partnerships.
BeFit
What gets us going?
What holds us back?
Understanding the gym-going experience
02Qualitative research into the motivations, anxieties, and practical barriers that influence whether people join, attend, and return to a gym.
Read Case Study +
In-depth interviews, focus groups, brand testing, and website feedback built a grounded picture of participation and informed recommendations for experience design, positioning, and communication.
Illustrative case studyNorthlineCOFFEE CO.
Beyond the cup.
Into everyday life.
Finding the meaning
in a daily ritual
03A fictional study for Northline Coffee exploring the routines, relationships, and small moments that shape how people choose their everyday coffee stop.
Read Case Study +
Illustrative project only. Interviews, observation, and experience mapping would explore what makes a coffee shop feel like part of everyday life, guiding ideas for its offer, atmosphere, and communication. Northline is a fictional client; this is not a completed engagement.
The decision leads.
The methods follow.
We build each study around what you need to decide. Interviews, observation, focus groups, surveys, and desk research are tools for getting there.
- 01
Clarify the decision
Define the question and what remains uncertain.
- 02
Design the study
Choose the methods and people that fit the question.
- 03
Find real-world signals
Listen, observe, and engage directly with people.
- 04
Interpret the patterns
Connect behavior, meaning, and cultural context.
- 05
Provide direction
Translate findings into practical starting points for action.
Understanding that
moves people forward.
Illustrative testimonials — fictional clients and quotes for this design preview.
NORTHLINECOFFEE CO.
“Groundwork helped us see the people behind our assumptions. The findings gave our team a clearer direction—and better questions to ask.”
form& FIELD
“They made a complex decision feel manageable. Every conversation connected what people were experiencing with what we could do next.”
talaEVERYDAY WELLNESS
“The research challenged our first idea in the most useful way. We came away with a more thoughtful understanding of the audience we wanted to serve.”
A small team.
A deeper lens.
Our co-founders are licensed psychologists who remain directly involved in every engagement. You work with the people doing the thinking.
Jonathan Robert A. Ilagan
Co-Founder & Principal Research Consultant
Psychologist, researcher, and educator. Jonathan leads qualitative and mixed-method studies, translating complex findings into clear strategic direction.
Mara Patricia Yusingco
Co-Founder & Principal Research Consultant
Psychologist and researcher. Mara brings a culturally grounded lens to qualitative inquiry, fieldwork, and the study of lived experience.
Get to know
Groundwork.
A closer look at our approach, research services, and the people behind the work.
Download profilePDF · 2 pages · Preview edition
Bring us the question
that still feels unclear.
Looking for a boutique research partner in Metro Manila, Philippines?
What are you trying to understand, test, or decide?
Let’s build your next decision from the ground up.