hong kong's cutting edges
DESCRIPTION
Photo profiles of two cutting edge social segments in Hong Kong - Digital Hedonists and Ambitious Climbers. Taken from ethnographic audit in June 2013.TRANSCRIPT
Hong Kong's Cutting Edges:
2 PhotoProfiles
Asia 5Bringing you a flavour of businesstrends in Asia...in just 5 minutes
A Futures Coaching initiativewww.futurescoaching.com
Ethnography is about...
Walking the streets
Going into bad-ass neighbourhoods
Looking at the way people dress
Snapping photos
Noting expressions and actions
Interpreting through semiotics (the science of signs)
1. Digital Hedonists
2. Ambitious Climbers
2 Hong Kong Profiles
Digital Hedonists
Ambitious Climbers
Profiling principles The optimum way to segment a market is through a
values based approach
Values are the active variable but socio-economics fall out as the passive variable and give a second axis
'Cutting edge' segments are those whose value set drives change in society as a whole
Avant garde values are found in several segments of populations & not just the youngest cohorts
Futures Coaching in Asia
Based out of London, Paris and Singapore, Futures Coaching works across the Asia Pacific region
Typical client projects
Travel trends in China and Japan for European carrier
Health trends in China and India for global healthcare company
Emerging needs and wants of women in Indonesia and The Philippinesfor vitamins company
Future of offices in 6 APAC Cities for global real estate services company
Asian segmentation study for international insurance firm
Training brand managers in Taiwan
