{
  "docId": "019dd923-5de0-76bd-a168-55bbbbc3eed0",
  "docSlug": "75a24b4b5695da66",
  "documentTitle": "Bold moves: Leading Southeast Asia&#x27;s next wave of consumer growth",
  "authorId": "Bain",
  "authorName": "Bain",
  "documentKindSlug": "consulting-deck",
  "documentKindLabel": "Consulting deck",
  "sourceTypeSlug": "strategy_consulting",
  "sourceTypeLabel": "Strategy consulting",
  "presentationDate": null,
  "orientation": "landscape",
  "aspectRatio": 1.778,
  "pageNumber": 11,
  "pageCount": 62,
  "prevPage": 10,
  "nextPage": 12,
  "slideType": "appendix_methodology",
  "function": "establish_context",
  "density": "dense",
  "nDataPoints": 14,
  "notes": "Includes footnotes defining city tiers and age groups.",
  "elementsJson": [
    "headline_text",
    "photo",
    "pie_chart",
    "icon_grid",
    "footnote"
  ],
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019dd923-5de0-76bd-a168-55bbbbc3eed0/11",
  "deckHref": "/decks/019dd923-5de0-76bd-a168-55bbbbc3eed0",
  "deckJsonHref": "/decks/019dd923-5de0-76bd-a168-55bbbbc3eed0.json",
  "deckAnchorHref": "/decks/019dd923-5de0-76bd-a168-55bbbbc3eed0#slide-11",
  "components": [
    {
      "bbox": {
        "h": 0.38,
        "w": 0.12,
        "x": 0.46,
        "y": 0.15
      },
      "kind": "callout",
      "text": "Consumer online survey with 9,000 respondents Across Southeast Asia",
      "attrs": null,
      "subkind": "primary",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "9cdca8aa-0246-450a-a22f-2f54b42ca49d",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.38,
        "w": 0.12,
        "x": 0.31,
        "y": 0.15
      },
      "kind": "callout",
      "text": "Senior executives from leading consumer product companies",
      "attrs": null,
      "subkind": "primary",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "ca9fddf5-23f5-4067-a296-37b40331e264",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.25,
        "w": 0.12,
        "x": 0.62,
        "y": 0.25
      },
      "kind": "chart",
      "text": "Country distribution",
      "attrs": null,
      "subkind": "pie",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "72f57126-3c0d-4cd6-9dbb-eb0db99709c9",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.25,
        "w": 0.12,
        "x": 0.78,
        "y": 0.25
      },
      "kind": "chart",
      "text": "Age group distribution",
      "attrs": null,
      "subkind": "pie",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "f97196f3-812c-49f5-bcab-8ddb88b1287e",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.08,
        "w": 0.65,
        "x": 0.31,
        "y": 0.88
      },
      "kind": "disclaimer",
      "text": "(1) List of cities surveyed tiered as below... (2) Definition of age group...",
      "attrs": null,
      "subkind": null,
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "e0ae40b2-1993-42d2-8f04-4ff2449b1e6c",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.84,
        "w": 0.24,
        "x": 0.04,
        "y": 0.05
      },
      "kind": "image",
      "text": null,
      "attrs": null,
      "subkind": "photo",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "2d415af3-af1a-4e68-8550-387e789fd3da",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.08,
        "w": 0.05,
        "x": 0.71,
        "y": 0.72
      },
      "kind": "metric",
      "text": "50% Female",
      "attrs": null,
      "subkind": "big-number",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "184482d4-fd4b-4c04-abeb-caa29b2fc1e2",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.08,
        "w": 0.05,
        "x": 0.82,
        "y": 0.72
      },
      "kind": "metric",
      "text": "50% Male",
      "attrs": null,
      "subkind": "big-number",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "2d4daa00-28a3-4e04-bedf-8740a9343782",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.08,
        "w": 0.05,
        "x": 0.49,
        "y": 0.72
      },
      "kind": "metric",
      "text": "35% Tier 2",
      "attrs": null,
      "subkind": "big-number",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "b382267a-9cc0-41ac-8764-5cf25a1ec0ba",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.08,
        "w": 0.05,
        "x": 0.38,
        "y": 0.72
      },
      "kind": "metric",
      "text": "65% Tier 1",
      "attrs": null,
      "subkind": "big-number",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "f74ee326-f3b4-43dc-94ea-3560a341d461",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": null,
      "kind": "metric",
      "text": "Survey respondents: 9,000",
      "attrs": null,
      "subkind": "primary",
      "toolName": "Quantification",
      "toolSlug": "quantification",
      "confidence": null,
      "componentId": "019dd951-b48c-7655-b302-acb43adf9247",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.04,
        "w": 0.18,
        "x": 0.31,
        "y": 0.05
      },
      "kind": "title",
      "text": "Who we spoke to",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "2734d1f5-1451-41dd-acaa-7ed6e4d2f658",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [
    {
      "metricRaw": "Survey respondents",
      "numberRaw": "9,000",
      "numberKind": "plain",
      "actionTitle": null,
      "calloutText": null,
      "numberScale": null,
      "numberValue": 9,
      "metricFamily": "survey_sentiment",
      "numberCurrency": null
    }
  ],
  "tools": [
    {
      "name": "Audience Definition",
      "slug": "audience-definition",
      "agent": "Storyteller",
      "layer": "slide",
      "matchId": "cc423c24-c313-4a5f-9ec2-29dd3b2ecbf0",
      "evidence": "The slide provides information about the survey respondents, including demographics and sample size, indicating audience definition.",
      "confidence": 0.7
    },
    {
      "name": "Concrete Language",
      "slug": "concrete-language",
      "agent": "Storyteller",
      "layer": "slide",
      "matchId": "019dd95a-16c4-7148-8119-da777e162cd6",
      "evidence": "9,000 respondents anchors research credibility",
      "confidence": 85
    },
    {
      "name": "Credibility Transfer",
      "slug": "credibility-transfer",
      "agent": "Storyteller",
      "layer": "slide",
      "matchId": "019dd95a-16c4-7148-8119-dd3432d74650",
      "evidence": "'Who we spoke to' borrows authority from sample size",
      "confidence": 80
    }
  ],
  "frameworks": [],
  "arcBeats": [
    {
      "to": 12,
      "from": 10,
      "beatId": "019dd95a-0702-74a3-87e5-fe2bc2f8a85e",
      "arcName": "The Consultant's Gambit",
      "arcSlug": "consultants-gambit",
      "beatName": "Problem & Complication",
      "beatSlug": "consultants-gambit-problem-complication",
      "evidence": "p10 'must make bold moves'; p12 introduces 7 evolving consumer trends",
      "position": 2,
      "confidence": 88,
      "parentBeatName": "Complication",
      "parentBeatSlug": "complication"
    },
    {
      "to": 52,
      "from": 1,
      "beatId": "019dd95a-0702-74a3-87e6-0d296612a774",
      "arcName": "The Triple Take",
      "arcSlug": "triple-take",
      "beatName": "The Facts (What)",
      "beatSlug": "triple-take-the-facts-what",
      "evidence": "Opportunity setup + seven trends with data",
      "position": 1,
      "confidence": 70,
      "parentBeatName": "Setup",
      "parentBeatSlug": "setup"
    }
  ],
  "loops": [],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}