{
  "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": 35,
  "pageCount": 62,
  "prevPage": 34,
  "nextPage": 36,
  "slideType": "industry_trends",
  "function": "quantify_impact",
  "density": "dense",
  "nDataPoints": 4,
  "notes": "The slide uses a customer journey framework (Discovery vs. Purchase) to present consumer preference data.",
  "elementsJson": [
    "headline_text",
    "action_title",
    "big_number",
    "photo",
    "footnote"
  ],
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019dd923-5de0-76bd-a168-55bbbbc3eed0/35",
  "deckHref": "/decks/019dd923-5de0-76bd-a168-55bbbbc3eed0",
  "deckJsonHref": "/decks/019dd923-5de0-76bd-a168-55bbbbc3eed0.json",
  "deckAnchorHref": "/decks/019dd923-5de0-76bd-a168-55bbbbc3eed0#slide-35",
  "components": [
    {
      "bbox": {
        "h": 0.05,
        "w": 0.9,
        "x": 0.05,
        "y": 0.92
      },
      "kind": "disclaimer",
      "text": "Source: Meta / DSG / Bain Consumer Survey 2023 (N=9000) on the markets of Indonesia, Malaysia, Philippines, Singapore, Thailand, Vietnam; Q23: 'Below mentioned are different steps that we go through while purchasing a product...'",
      "attrs": null,
      "subkind": null,
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "c9f23452-66a2-44ab-84a2-7ca8a4e5fcb4",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.6,
        "w": 0.9,
        "x": 0.05,
        "y": 0.25
      },
      "kind": "framework",
      "text": "Discovery vs Purchase",
      "attrs": null,
      "subkind": "instance",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "1ef9c430-53b7-4e4d-8ca9-2d3f8f261215",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.05,
        "w": 0.05,
        "x": 0.3,
        "y": 0.58
      },
      "kind": "metric",
      "text": "#1",
      "attrs": null,
      "subkind": "big-number",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "3f222686-f0b9-44a1-be43-09cf482d844e",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.05,
        "w": 0.1,
        "x": 0.07,
        "y": 0.58
      },
      "kind": "metric",
      "text": "~55%",
      "attrs": null,
      "subkind": "big-number",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "96e0a1ef-c975-4c57-b121-972769c94f50",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.05,
        "w": 0.1,
        "x": 0.55,
        "y": 0.58
      },
      "kind": "metric",
      "text": "~80%",
      "attrs": null,
      "subkind": "big-number",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "a133aecb-4653-435e-853a-35da1e187014",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.05,
        "w": 0.1,
        "x": 0.78,
        "y": 0.58
      },
      "kind": "metric",
      "text": "20-30%",
      "attrs": null,
      "subkind": "big-number",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "b290ddc4-92c7-4eb4-8e73-e21355be8c1f",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": null,
      "kind": "metric",
      "text": "Consumer preference for online channels: ~80%",
      "attrs": null,
      "subkind": "primary",
      "toolName": "Quantification",
      "toolSlug": "quantification",
      "confidence": null,
      "componentId": "019dd951-b48c-7655-b305-69a43daf8b2d",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.03,
        "w": 0.5,
        "x": 0.05,
        "y": 0.05
      },
      "kind": "title",
      "text": "04 INSURGENT DISRUPTORS ARE STEALING MARKET SHARES FROM INCUMBENTS",
      "attrs": null,
      "subkind": "action-title",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "8c173843-d157-4136-9d51-4fad9f3ee2f0",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.1,
        "w": 0.6,
        "x": 0.05,
        "y": 0.1
      },
      "kind": "title",
      "text": "Insurgent disruptors are using online channels to meet consumers where they are",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "7fab78c0-3b35-489f-be17-fd150f4e8370",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [
    {
      "metricRaw": "Consumer preference for online channels",
      "numberRaw": "~80%",
      "numberKind": "percent",
      "actionTitle": "Insurgent disruptors are using online channels to meet consumers where they are",
      "calloutText": null,
      "numberScale": null,
      "numberValue": 80,
      "metricFamily": "survey_sentiment",
      "numberCurrency": null
    }
  ],
  "tools": [
    {
      "name": "Action Titles",
      "slug": "action-titles",
      "agent": "Architect",
      "layer": "slide",
      "matchId": "019dd95a-16c4-7148-811a-9f0353f010d4",
      "evidence": "'using online channels to meet consumers where they are'",
      "confidence": 90
    },
    {
      "name": "AIDA Model",
      "slug": "aida-model",
      "agent": "Storyteller",
      "layer": "slide",
      "matchId": "220ae89c-7d83-4547-b260-5c06effd820c",
      "evidence": "title/action-title: 04 INSURGENT DISRUPTORS ARE STEALING MARKET SHARES FROM INCUMBENTS",
      "confidence": 0.5
    },
    {
      "name": "Concrete Language",
      "slug": "concrete-language",
      "agent": "Storyteller",
      "layer": "slide",
      "matchId": "019dd95a-16c4-7148-811a-a18e05dde94d",
      "evidence": "~80% data point",
      "confidence": 75
    }
  ],
  "frameworks": [
    {
      "name": "customer-journey-map",
      "slug": null,
      "matchId": "e10ff82c-1d55-4d97-b117-c13bcd04a726",
      "evidence": "The slide explicitly segments data into 'Discovery' and 'Purchase' stages of the consumer journey.",
      "confidence": 1
    }
  ],
  "arcBeats": [
    {
      "to": 54,
      "from": 13,
      "beatId": "019dd95a-0702-74a3-87e6-0213d98f59f1",
      "arcName": "The Consultant's Gambit",
      "arcSlug": "consultants-gambit",
      "beatName": "Evidence & Proof",
      "beatSlug": "consultants-gambit-solution-approach",
      "evidence": "Seven trend deep-dives + p54 'leaders recognize but not prepared' diagnosis",
      "position": 3,
      "confidence": 88,
      "parentBeatName": "Turn",
      "parentBeatSlug": "turn"
    },
    {
      "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": [
    {
      "to": 36,
      "from": 30,
      "name": "David Goliath",
      "slug": "16-david-goliath",
      "bestFor": "Startups, disruptive innovation, competitive displacement",
      "matchId": "019dd95a-088c-724c-b311-6cd5efb858c2",
      "evidence": "Title literally 'stealing market share', archetypes vs incumbents, switching data",
      "position": 5,
      "objective": "Position insurgent disruptors stealing from incumbents",
      "structure": "The Giant's Weakness -> Our Slingshot (Unique Edge) -> The Topple",
      "confidence": 85,
      "description": "Frame your initiative as the nimble underdog taking on a slow, bloated incumbent"
    }
  ],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}