{
  "docId": "019dd923-5ca1-7489-b634-7e1c9fe1bc87",
  "docSlug": "7a27e27b944e835f",
  "documentTitle": "Seeing the BIG Picture",
  "authorId": "BCG",
  "authorName": "BCG",
  "documentKindSlug": "consulting-deck",
  "documentKindLabel": "Consulting deck",
  "sourceTypeSlug": "strategy_consulting",
  "sourceTypeLabel": "Strategy consulting",
  "presentationDate": null,
  "orientation": "landscape",
  "aspectRatio": 1.414,
  "pageNumber": 31,
  "pageCount": 60,
  "prevPage": 30,
  "nextPage": 32,
  "slideType": "data_table",
  "function": "analyze_data",
  "density": "balanced",
  "nDataPoints": 17,
  "notes": "The slide uses a custom dot-plot/diamond-plot hybrid to visualize survey data across different media channels.",
  "elementsJson": [
    "headline_text",
    "icon_grid",
    "data_table",
    "footnote"
  ],
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019dd923-5ca1-7489-b634-7e1c9fe1bc87/31",
  "deckHref": "/decks/019dd923-5ca1-7489-b634-7e1c9fe1bc87",
  "deckJsonHref": "/decks/019dd923-5ca1-7489-b634-7e1c9fe1bc87.json",
  "deckAnchorHref": "/decks/019dd923-5ca1-7489-b634-7e1c9fe1bc87#slide-31",
  "components": [
    {
      "bbox": {
        "h": 0.52,
        "w": 0.88,
        "x": 0.06,
        "y": 0.33
      },
      "kind": "chart",
      "text": "Comparison of research activity influence across LTV, OTT, and Movie Studios",
      "attrs": null,
      "subkind": "dot",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "051e89c6-62f6-4234-8025-5d31ae1dcb7c",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": null,
      "kind": "metric",
      "text": "influence on viewer decision-making: 32%",
      "attrs": null,
      "subkind": "primary",
      "toolName": "Quantification",
      "toolSlug": "quantification",
      "confidence": null,
      "componentId": "019dd951-acb9-741a-834f-2a84918bcd55",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.05,
        "w": 0.4,
        "x": 0.06,
        "y": 0.9
      },
      "kind": "source-note",
      "text": "1. Includes radio, newspaper, OHH and TV (for Movie Studios and OTT) Source: BCG Consumer Content Consumption Survey, October 2022, N = 2,615",
      "attrs": null,
      "subkind": null,
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "abf2a933-0aa9-4df1-861a-0f7b916e627b",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.02,
        "w": 0.3,
        "x": 0.06,
        "y": 0.28
      },
      "kind": "subtitle",
      "text": "% respondents doing respective research activity",
      "attrs": null,
      "subkind": null,
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "c29c805b-1134-42e5-b46b-e10c396dbb5c",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.06,
        "w": 0.7,
        "x": 0.06,
        "y": 0.06
      },
      "kind": "title",
      "text": "Within digital, videos have the greatest influence on viewer decision-making across verticals",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "1a8eee75-69f3-491f-8f11-d94c738708b0",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [
    {
      "metricRaw": "influence on viewer decision-making",
      "numberRaw": "32%",
      "numberKind": "percent",
      "actionTitle": "Within digital, videos have the greatest influence on viewer decision-making across verticals",
      "calloutText": null,
      "numberScale": null,
      "numberValue": 32,
      "metricFamily": "other",
      "numberCurrency": null
    }
  ],
  "tools": [
    {
      "name": "Action Titles",
      "slug": "action-titles",
      "agent": "Architect",
      "layer": "slide",
      "matchId": "019dd95a-14f5-72a3-8b8a-48b6fc1a77af",
      "evidence": "'Within digital, videos have the greatest influence on viewer decision-making'",
      "confidence": 85
    },
    {
      "name": "Small Multiples",
      "slug": "small-multiples",
      "agent": "Designer",
      "layer": "slide",
      "matchId": "019dd95a-14f5-72a3-8b8a-4f7a3c0f9e4e",
      "evidence": "Same bar layout repeated for LTV / OTT / Movie Studios columns",
      "confidence": 90
    }
  ],
  "frameworks": [],
  "arcBeats": [
    {
      "to": 37,
      "from": 23,
      "beatId": "019dd95a-0702-74a3-87e0-1f22948572f0",
      "arcName": "The Consultant's Gambit",
      "arcSlug": "consultants-gambit",
      "beatName": "Solution & Approach",
      "beatSlug": "consultants-gambit-solution-approach",
      "evidence": "Lights/Camera: discovery + engagement insights driving the approach",
      "position": 3,
      "confidence": 88,
      "parentBeatName": "Turn",
      "parentBeatSlug": "turn"
    },
    {
      "to": 43,
      "from": 23,
      "beatId": "019dd95a-0702-74a3-87e0-2df5adecf56a",
      "arcName": "The Triple Take",
      "arcSlug": "triple-take",
      "beatName": "The Implications (So What)",
      "beatSlug": "triple-take-the-implications-so-what",
      "evidence": "Camera: discovery and engagement implications",
      "position": 2,
      "confidence": 80,
      "parentBeatName": "Reflection",
      "parentBeatSlug": "reflection"
    }
  ],
  "loops": [
    {
      "to": 33,
      "from": 26,
      "name": "Aha Moment",
      "slug": "03-aha-moment",
      "bestFor": "Data-heavy sections, research findings, analytical arguments",
      "matchId": "019dd95a-088b-72c8-b7e7-41c0917c9d9e",
      "evidence": "'Off-network discovery hugely underestimated - 50-60% on digital' (p.28) + dance-show case (p.33)",
      "position": 4,
      "objective": "Reveal that digital discovery is hugely underestimated",
      "structure": "The Problem/Question -> What the Data Shows -> The Insight",
      "confidence": 82,
      "description": "Establish a tension, present data, then deliver the insight that changes everything"
    }
  ],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}