This document profiles two segments of Hong Kong's population: Digital Hedonists and Ambitious Climbers. Digital Hedonists prioritize leisure activities involving technology and social media, while Ambitious Climbers are driven career climbers. The document advocates taking a values-based approach to market segmentation, noting that values are the active variable that drive societal change. It also provides information about Futures Coaching, a consulting firm that conducts research on trends in Asia for various clients.

1. Hong Kong's Cutting Edges:
2 PhotoProfiles

2. Asia 5
Bringing you a flavour of business
trends in Asia...in just 5 minutes
A Futures Coaching initiative
www.futurescoaching.com

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. 1. Digital Hedonists
2. Ambitious Climbers
2 Hong Kong Profiles

5. Digital Hedonists

6. Ambitious Climbers

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. 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. Grow tomorrow
join forces with
Web: www.futurescoaching.com
Email: chris@futurescoaching.com