{
  "docId": "019dd923-5ddf-7308-8fca-86091c76c648",
  "docSlug": "9491f959d9f4db9f",
  "documentTitle": "What the Customer Really Wants",
  "authorId": "RolandBerger",
  "authorName": "Roland Berger",
  "documentKindSlug": "consulting-deck",
  "documentKindLabel": "Consulting deck",
  "sourceTypeSlug": "strategy_consulting",
  "sourceTypeLabel": "Strategy consulting",
  "presentationDate": null,
  "orientation": "portrait",
  "aspectRatio": 0.785,
  "pageNumber": 9,
  "pageCount": 44,
  "prevPage": 8,
  "nextPage": 10,
  "slideType": "appendix_methodology",
  "function": "present_framework",
  "density": "dense",
  "nDataPoints": 3,
  "notes": "The slide uses a 'myth-busting' structure to frame the research objectives.",
  "elementsJson": [
    "headline_text",
    "paragraph"
  ],
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019dd923-5ddf-7308-8fca-86091c76c648/9",
  "deckHref": "/decks/019dd923-5ddf-7308-8fca-86091c76c648",
  "deckJsonHref": "/decks/019dd923-5ddf-7308-8fca-86091c76c648.json",
  "deckAnchorHref": "/decks/019dd923-5ddf-7308-8fca-86091c76c648#slide-9",
  "components": [
    {
      "bbox": null,
      "kind": "callout",
      "text": "To our knowledge, no other study has yet painted a picture of the situation that is so rich in detail and so strongly based on facts.",
      "attrs": null,
      "subkind": null,
      "toolName": "Visual emphasis",
      "toolSlug": "visual-emphasis",
      "confidence": null,
      "componentId": "019dd951-e58e-76cb-be5d-9cc4301c6aa7",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.45,
        "w": 0.43,
        "x": 0.51,
        "y": 0.48
      },
      "kind": "list",
      "text": "Dogma 1: Sooner or later, large swathes of brick-and-mortar retail will be replaced by online.\nDogma 2: Online, price is the only thing that matters. Offline, personal assistance is the decisive factor.\nDogma 3: Offline retail is degenerating into a showroom for online retailers.\nDogma 4: Young people have already been lost for brick-and-mortar retail.\nDogma 5: Multichannel retail will make everybody happy.",
      "attrs": null,
      "subkind": "bullet",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "e19ed256-6cc2-4370-868d-44d8a6773b37",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": null,
      "kind": "metric",
      "text": "respondents: 40,000",
      "attrs": null,
      "subkind": "primary",
      "toolName": "Quantification",
      "toolSlug": "quantification",
      "confidence": null,
      "componentId": "019dd951-e58e-76cb-be5d-a234df5fb231",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.1,
        "w": 0.43,
        "x": 0.51,
        "y": 0.35
      },
      "kind": "paragraph",
      "text": "Splitting our study into four parts – meta-analysis, focus groups, large-scale survey and shopping diaries – enabled us to cover the entire market, consumer preferences and detailed transactions in a single study.",
      "attrs": null,
      "subkind": "paragraph",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "f5531d6c-f042-4871-88d9-c42c7b0f51ed",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.15,
        "w": 0.88,
        "x": 0.06,
        "y": 0.09
      },
      "kind": "title",
      "text": "Many sources, one outcome: For the purposes of our study, we conducted an extensive meta-analysis, questioned more than 40,000 respondents, asked nearly 2,000 of them to keep shopping diaries and held 7 focus groups.",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "b44e2b8d-236d-49dd-8ba3-adffdfe7e987",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [],
  "tools": [],
  "frameworks": [
    {
      "name": "diagnostic-test",
      "slug": null,
      "matchId": "4b0120dd-31d5-49f6-a9e3-81484d94ab35",
      "evidence": "The slide identifies and lists common industry assumptions (dogmas) to be tested by the research.",
      "confidence": 0.8
    }
  ],
  "arcBeats": [
    {
      "to": 9,
      "from": 5,
      "beatId": "c827fd79-666e-4d5b-aa79-b9795cadd972",
      "arcName": "Problem-Agitate-Solution",
      "arcSlug": "problem-agitate-solution",
      "beatName": "Problem & Complication",
      "beatSlug": "consultants-gambit-problem-complication",
      "evidence": "The document identifies the problem of retailers struggling to understand customer behavior and agitates it by highlighting the importance of multichannel shopping.",
      "position": 1,
      "confidence": 0.8,
      "parentBeatName": "Complication",
      "parentBeatSlug": "complication"
    }
  ],
  "loops": [],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}