At The Culture Factor Group, we believe in unlocking culture with data. Our research advances the understanding of how culture shapes decisions, organisations, and societies. By analysing large-scale data, we refine existing models, challenge assumptions, and provide insights that drive better leadership, HR policies, and global strategies.
Why This Research Matters
This project demonstrates how cultural modelling can be directly applied to national development planning. Commissioned by the National Economic and Development Authority (NEDA) of the Philippines, the work aimed to support long-term national goals, especially those outlined in AmBisyon Natin 2040, the country's 25-year development vision.
The study responded to a practical policy challenge: the absence of a culturally grounded method to assess and influence Filipino attitudes and behaviours.
The result is a Philippine-specific dimensional model designed to guide interventions that promote a culture supporting science, technology, and innovation.
Purpose of the Research
The objective of the project was to design and validate a Philippine-specific cultural model, based on Hofstede’s framework, that could be used as a tool to monitor development progress and inform policy.
Key goals included:
- Creating a culturally appropriate, statistically sound questionnaire
- Developing indicators aligned with the Philippine Development Plan 2017–2022
- Enabling future national-level measurement through surveys to track shifts in cultural traits over time
Findings
As a pilot study, the project focused on:
- Designing and testing the methodology
- Developing the initial set of cultural dimensions for the Philippines
- Validating the approach through pre-tests, focus group discussions, and statistical analysis of pilot data
Key engagement figures included:
- 1,120 pilot survey respondents
- 30 focus group participants
- 70 brown-bag discussion attendees
While the final national survey results were not included in this phase, the model was accepted and subsequently adopted by NEDA for a nationwide survey of 10,000 respondents to establish a long-term cultural baseline.
Implications
For Policymakers: The project equips government institutions with a culture-informed tool to guide policy development and behavioural interventions. It offers a way to track alignment with national development goals, including the aspiration to become a “high-trust society” under the cultural value of Malasakit.
For Public Sector Strategists: This case shows how adapting established cultural theory can help make long-term policy goals measurable, actionable, and adaptable to local values and context.
For Cross-Cultural Consultants: The project exemplifies how to apply Hofstede’s framework in a country-specific, non-Western context with sensitivity to language, policy, and long-term national objectives.
Methodology
The research process included several phases:
Preparation Phase:
- Literature review and submission of a 50-page inception report
- Development of the conceptual framework and draft questionnaire
Consultation & Pre-Testing:
- Focus group discussions with local experts
- Questionnaire translation and pilot testing
Data Collection
Online (April 9–15, 2018) via Lightspeed Research Offline (April 23–May 4, 2019) via PSCR Research International
Analysis & Knowledge Transfer
Submission of a 71-page progress report and 30-page final report
Dialogue and brown bag presentations A two-day methodology transfer course for government partners
Research Limitations & Implications
As a case study and pilot project, this phase could not report longitudinal trends. Its focus was the design and testing of the model and tools. Future limitations may arise depending on how consistently the model is implemented in ongoing national surveys.
What are commissioned projects?
This study was conducted as a commissioned project for a national agency, with expert consultants and local partners. Results were shared through formal presentations, reports, and stakeholder engagement rather than journal reviews. The results themselves are confidential.
Project Details
- Title: Developing a Dimensional Model on Philippine Culture
- Client: National Economic and Development Authority (NEDA), Philippines
- Partners: The Culture Factor Group (previously known as Hofstede Insights), Dr Michael Minkov (lead consultant), MMag. Michael Schachner (project coordinator)
- Timeline: Pilot completed in July 2018; follow-up national survey held in 2019
- Funding/Context: Conducted to support AmBisyon Natin 2040, a national development vision spanning four presidential administrations