Hong Kong's Cutting Edges:
2 PhotoProfiles
Asia 5
Bringing you a flavour of business
trends in Asia...in just 5 minutes
A Futures Coaching initiative
www.futurescoac...
Ethnography is
about...
Walking the streets
Going into bad-ass neighbourhoods
Looking at the way people dress
Snapping pho...
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...
Futures Coaching in Asia
Based out of London, Paris and Singapore,
Futures Coaching works across the Asia Pacific region
T...
Grow tomorrow
join forces with
Web: www.futurescoaching.com
Email: chris@futurescoaching.com
Upcoming SlideShare
Loading in …5
×

Hong Kong's Cutting Edges

545 views

Published on

Photo profiles of two cutting edge social segments in Hong Kong - Digital Hedonists and Ambitious Climbers. Taken from ethnographic audit in June 2013.

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
545
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
4
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Hong Kong's Cutting Edges

  1. 1. Hong Kong's Cutting Edges: 2 PhotoProfiles
  2. 2. Asia 5 Bringing you a flavour of business trends in Asia...in just 5 minutes A Futures Coaching initiative www.futurescoaching.com
  3. 3. 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)
  4. 4. 1. Digital Hedonists 2. Ambitious Climbers 2 Hong Kong Profiles
  5. 5. Digital Hedonists
  6. 6. Ambitious Climbers
  7. 7. 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
  8. 8. 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 Philippines for 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
  9. 9. Grow tomorrow join forces with Web: www.futurescoaching.com Email: chris@futurescoaching.com

×