Election Voting Preference Analysis: A Case Study on Qualified Voters of Masiu, Lanao del Sur

This study examines the voting preferences of qualified voters in Masiu, Lanao del Sur, in preparation for the upcoming local elections. It aims to identify the most valued candidate attributes and analyze how demographic factors, particularly educational attainment, influence these preferences. Using a mixed-methods approach, the study engaged 500 registered voters through a structured survey and focused interviews. Respondents ranked five core candidates’ qualifications: educational attainment, leadership experience, integrity and character, public service record, and advocacies. Descriptive statistics revealed that educational attainment became the most preferred attribute, followed by integrity and leadership experience. Chi-square tests used in inferential analysis showed statistically significant associations between educational attainment and voters' preferences for education versus experience-based leadership. This finding implies that more educated respondents adhered to competence-oriented selection criteria. Meanwhile, honesty and transparency were upheld in equal measure at all levels of education, emphasizing the culturally central position of moral leadership. Thematic analysis further reinforced these quantitative results, with participants frequently linking education and ethics to effective governance, and emphasizing tangible priorities such as scholarships, healthcare access, infrastructure, and livelihood. Despite advocacy ranking lowest overall, voters stressed that platforms must be backed by credibility and track record. These findings indicate a gradual shift in local political culture from personality-based and patronage-driven voting to issue- and performance-based evaluation. This transition reflects growing democratic maturity and civic awareness in underserved communities, with implications for leadership development and electoral strategy in similar contexts. The study contributes to a significant understanding of electoral behavior in Mindanao and supports broader regional trends in voter sophistication.