{
  "docId": "019dd923-5de0-76bd-a16a-1b810cf8235a",
  "docSlug": "032c3d284406800d",
  "documentTitle": "A changing Fitness consumer",
  "authorId": "McKinsey",
  "authorName": "McKinsey",
  "documentKindSlug": "consulting-deck",
  "documentKindLabel": "Consulting deck",
  "sourceTypeSlug": "strategy_consulting",
  "sourceTypeLabel": "Strategy consulting",
  "presentationDate": null,
  "orientation": "landscape",
  "aspectRatio": 1.778,
  "pageNumber": 24,
  "pageCount": 45,
  "prevPage": 23,
  "nextPage": 25,
  "slideType": "key_takeaways",
  "function": "summarize",
  "density": "dense",
  "nDataPoints": 3,
  "notes": "Uses a Venn diagram to illustrate the overlap between two consumer preferences.",
  "elementsJson": [
    "headline_text",
    "venn_diagram",
    "callout_box",
    "photo",
    "footnote"
  ],
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019dd923-5de0-76bd-a16a-1b810cf8235a/24",
  "deckHref": "/decks/019dd923-5de0-76bd-a16a-1b810cf8235a",
  "deckJsonHref": "/decks/019dd923-5de0-76bd-a16a-1b810cf8235a.json",
  "deckAnchorHref": "/decks/019dd923-5de0-76bd-a16a-1b810cf8235a#slide-24",
  "components": [
    {
      "bbox": {
        "h": 0.04,
        "w": 0.2,
        "x": 0.438,
        "y": 0.635
      },
      "kind": "callout",
      "text": "Clinical trumps clean",
      "attrs": null,
      "subkind": "primary",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "054f73b6-e246-4188-8c81-c0c14c75f7cb",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": null,
      "kind": "callout",
      "text": "When purchasing a range of health & wellness products and services, consumers consistently select clinically-proven efficacy above organic/natural, with a small subset selecting both",
      "attrs": null,
      "subkind": null,
      "toolName": "Visual emphasis",
      "toolSlug": "visual-emphasis",
      "confidence": null,
      "componentId": "019dd952-2e33-71c7-81b8-4667b0408906",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.235,
        "w": 0.515,
        "x": 0.438,
        "y": 0.208
      },
      "kind": "diagram",
      "text": "Venn diagram showing 41% for clinical, 8% for both, 13% for natural",
      "attrs": null,
      "subkind": "venn",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "a3b965ac-b360-4cb0-857e-bc51904e29b5",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": null,
      "kind": "metric",
      "text": "Consumer preference: 41%",
      "attrs": null,
      "subkind": "primary",
      "toolName": "Quantification",
      "toolSlug": "quantification",
      "confidence": null,
      "componentId": "019dd952-2e33-71c7-81b8-48b89068d486",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.06,
        "w": 0.515,
        "x": 0.438,
        "y": 0.685
      },
      "kind": "paragraph",
      "text": "When purchasing a range of health & wellness products and services, consumers consistently select clinically-proven efficacy above organic/natural, with a small subset selecting both",
      "attrs": null,
      "subkind": "paragraph",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "f3181a08-95b8-4778-921d-fb06193a819c",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.05,
        "w": 0.6,
        "x": 0.05,
        "y": 0.92
      },
      "kind": "source-note",
      "text": "1. What is most important for you when choosing to purchase [product]? Please select the three most important; Top 3 Box\nSource: McKinsey Future of Wellness Survey, August 2023",
      "attrs": null,
      "subkind": null,
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "cd972e4d-26a1-4ff1-9d02-01ba5634b454",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.35,
        "w": 0.38,
        "x": 0.05,
        "y": 0.08
      },
      "kind": "title",
      "text": "Consumers seek out clinically-proven and effective products over organic/natural, with few seeking both",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "4b3d912a-72db-46b3-8a32-7111c5c5f037",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [],
  "tools": [
    {
      "name": "Venn diagram",
      "slug": "venn-diagram",
      "agent": null,
      "layer": "slide",
      "matchId": "21a0c816-0a0d-49fc-bd4b-7bb6ee0b7878",
      "evidence": "The slide features a Venn diagram showing consumer preferences for clinically-proven efficacy and organic/natural products.",
      "confidence": 0.9
    }
  ],
  "frameworks": [
    {
      "name": "venn",
      "slug": null,
      "matchId": "6693595c-95fc-464c-82fb-ff33a6dabaa2",
      "evidence": "Visual representation of overlapping consumer segments",
      "confidence": 1
    }
  ],
  "arcBeats": [
    {
      "to": 45,
      "from": 21,
      "beatId": "34cedf25-d3e2-42db-8e11-0641449c45ed",
      "arcName": "Monroe's Motivated Sequence",
      "arcSlug": "monroes-sequence",
      "beatName": "Action",
      "beatSlug": "monroes-sequence-action",
      "evidence": "The document concludes with a call to action and future outlook",
      "position": 3,
      "confidence": 0.8,
      "parentBeatName": "Resolution",
      "parentBeatSlug": "resolution"
    }
  ],
  "loops": [
    {
      "to": 25,
      "from": 21,
      "name": "Cost Of Inaction",
      "slug": "27-cost-of-inaction",
      "bestFor": "Urgent budget requests, compliance, risk mitigation",
      "matchId": "445a877c-7273-4517-b8fd-f8cab44849e2",
      "evidence": "The document highlights the consequences of not addressing consumer needs in certain areas",
      "position": 1,
      "objective": "What are the consequences of not addressing consumer needs?",
      "structure": "The Status Quo -> The Hidden Costs Accumulating -> The Future State of Inaction -> The Tipping Point",
      "confidence": 0.6,
      "description": "Quantify what happens if the audience does nothing"
    }
  ],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}