{
  "docId": "019dd923-5ca1-7489-b634-3e15c6e3bf72",
  "docSlug": "da48f73eb97e2470",
  "documentTitle": "2018 True-Luxury Global Consumer Insight",
  "authorId": "BCG",
  "authorName": "BCG",
  "documentKindSlug": "consulting-deck",
  "documentKindLabel": "Consulting deck",
  "sourceTypeSlug": "strategy_consulting",
  "sourceTypeLabel": "Strategy consulting",
  "presentationDate": null,
  "orientation": "landscape",
  "aspectRatio": 1.778,
  "pageNumber": 8,
  "pageCount": 55,
  "prevPage": 7,
  "nextPage": 9,
  "slideType": "segmentation",
  "function": "decompose_segments",
  "density": "balanced",
  "nDataPoints": 4,
  "notes": "The pyramid excludes 'Aspirational' consumers. The behavioral segmentation includes 12 distinct personas.",
  "elementsJson": [
    "headline_text",
    "pyramid",
    "icon_grid"
  ],
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019dd923-5ca1-7489-b634-3e15c6e3bf72/8",
  "deckHref": "/decks/019dd923-5ca1-7489-b634-3e15c6e3bf72",
  "deckJsonHref": "/decks/019dd923-5ca1-7489-b634-3e15c6e3bf72.json",
  "deckAnchorHref": "/decks/019dd923-5ca1-7489-b634-3e15c6e3bf72#slide-8",
  "components": [
    {
      "bbox": {
        "h": 0.6,
        "w": 0.35,
        "x": 0.55,
        "y": 0.25
      },
      "kind": "diagram",
      "text": "True-Luxury Global Consumers Behavioral segmentation",
      "attrs": null,
      "subkind": "process",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "339e4fed-807a-4589-b761-713b8ceb6dc8",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.5,
        "w": 0.35,
        "x": 0.12,
        "y": 0.35
      },
      "kind": "framework",
      "text": "True-Luxury Global Consumers segmentation by spending level",
      "attrs": null,
      "subkind": "instance",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "311cf0fb-ca65-4913-8607-67fc9cdfa00d",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.03,
        "w": 0.5,
        "x": 0.05,
        "y": 0.95
      },
      "kind": "source-note",
      "text": "Source: BCG-Altagamma True-Luxury Global Consumer Insight Survey 2017 (12K + respondents in 10 countries)",
      "attrs": null,
      "subkind": null,
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "e22110a4-3fe2-42b7-8d75-6de181c37249",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.12,
        "w": 0.92,
        "x": 0.04,
        "y": 0.08
      },
      "kind": "title",
      "text": "We have been exploring behavior of Luxury consumers for the last 5 years, focusing on the True-Luxury Consumers",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "07b45717-be9e-460f-b789-4267e9962b02",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [],
  "tools": [
    {
      "name": "Action Titles",
      "slug": "action-titles",
      "agent": "Architect",
      "layer": "slide",
      "matchId": "019dd95a-10d4-718b-9f63-10fd8246464d",
      "evidence": "Title positions BCG's 5-year proprietary research",
      "confidence": 75
    },
    {
      "name": "Credibility Transfer",
      "slug": "credibility-transfer",
      "agent": "Storyteller",
      "layer": "slide",
      "matchId": "019dd95a-10d4-718b-9f63-169154b0f486",
      "evidence": "Frames BCG's longitudinal track record",
      "confidence": 70
    }
  ],
  "frameworks": [
    {
      "name": "audience-segmentation",
      "slug": null,
      "matchId": "11dc7e72-e297-4539-862c-e433aa15802f",
      "evidence": "Behavioral segmentation of consumers into 12 personas",
      "confidence": 1
    },
    {
      "name": "market-segmentation-pyramid",
      "slug": null,
      "matchId": "a954209f-79f8-48e1-a021-054ea4d02d44",
      "evidence": "Pyramid diagram showing spending tiers",
      "confidence": 1
    }
  ],
  "arcBeats": [
    {
      "to": 12,
      "from": 8,
      "beatId": "019dd95a-0682-776c-8e38-0f6bca7fa183",
      "arcName": "The Consultant's Gambit",
      "arcSlug": "consultants-gambit",
      "beatName": "Problem & Complication",
      "beatSlug": "consultants-gambit-problem-complication",
      "evidence": "Segments to understand + 10 trends brands must master",
      "position": 2,
      "confidence": 78,
      "parentBeatName": "Complication",
      "parentBeatSlug": "complication"
    }
  ],
  "loops": [
    {
      "to": 9,
      "from": 8,
      "name": "2x2 Matrix",
      "slug": "30-2x2-matrix",
      "bestFor": "Portfolio analysis, prioritization, strategic positioning",
      "matchId": "019dd95a-07fe-70ce-8d40-20f07ae4bb60",
      "evidence": "Slide 9 plots 9 behavioral segments on Age × Nationality (mature/emerging) with sweet-spot quadrant highlighted.",
      "position": 2,
      "objective": "Reveal the segmentation map",
      "structure": "Dimension 1 (X-axis) -> Dimension 2 (Y-axis) -> The Four Quadrants -> The Sweet Spot",
      "confidence": 88,
      "description": "Plot options on two critical dimensions to reveal the optimal quadrant"
    }
  ],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}