Abstract:
This paper shows how in-depth motivational qualitative research helped identify the underlying hopes and fears of consumers in relation to internet security. By looking deeply into B2B and B2C customers' motivations and inhibitions within the category, a better understanding was gained of the symbolic and cultural environment surrounding internet security. Using Archetype Theory helped optimise Kaspersky's global brand strategy.
This could also be of interest:
Videos
From terabytes to archetypes
Catalogue: CEE Research Forum 2012: Global Fuel For Local Boost!
Authors: Simon Patterson, Alexander Erofeev
Company: QRi Consulting Ltd.
June 15, 2012
Research Papers
From intuitive to formal cultural knowledge
Catalogue: Qualitative 2010: Foresight on Moods and Thoughts
Authors: Poonam V. Kumar, Anjali Puri
Company: KANTAR TNS Malaysia
November 18, 2010
Research Papers
From brilliant to actionable
Catalogue: Congress 2011: Impact
Authors: Mark Garratt, Rafael Alcaraz, Steve Cohen
Company: In4mation insights
September 18, 2011
