Objectives:
- An Internet security software and services provider was interested in understanding perceptions of Internet risk, concern and resultant behaviors.
Methodology:
- Three-pronged approach: 20 qualitative Zoom IDIs, 2,400 quantitative online surveys, and finally a segmentation analysis.
Result:
- Created a 4-solution segmentation that reflected relevant and reachable segments. In addition, delivered a typing tool to provide easy targeting of segments for future research.