From terabytes to archetypes

Date of publication: March 26, 2012

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.

Alexander Erofeev

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Simon Patterson

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