FROM TERABYTES TO ARCHETYPES

The Psychology of Internet Security

Simon Patterson - QRi Consulting Alexander Erofeev - Kaspersky Lab

CEE Forum Krakow 26th March 2012

Contents
This presentation is about how QRi Consulting helped Kaspersky to develop a strong new global positioning through the use of archetypes it demonstrates the practical application of Archetypes in the areas of Product, Communication and Brand Strategy as well as taking Kaspersky from a solo offering to a Multi-product strategy.
CEE Forum Krakow 26th March 2012

Background

By 2015 there will be more than 15 billion internet connected devices globally
Internet crime is already costing hundreds of billions of Dollars annually Internet security has never been more important.
CEE Forum Krakow 26th March 2012

Project Background
Kaspersky Lab was founded in 1997 and has since rapidly grown internationally

by 2009 a review of its Global Brand Strategy was required to produce a strong new global brand positioning
CEE Forum Krakow 26th March 2012

Kaspersky Lab
highly technical sounding

Russian? Eastern European?... For those in the know

but needing clear, trustworthy branding
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In 2009 Kaspersky Lab commissioned a fundamental international study with CRAM, now QRi Consulting, with a further study in 2011 to update the working hypothesis the study was conducted amongst both B2B and B2C.
CEE Forum Krakow 26th March 2012

A truly Global Study

The study covered 8 markets and focused upon Motivations and Inhibitions towards the internet and internet security in these diverse cultures these were; the US, Russia, China, UK, Germany, Brazil, UAE and Spain
CEE Forum Krakow 26th March 2012

Objectives
To look into the area of Internet Security and identify how best to communicate to B2B and B2C with a single global brand strategy for Kaspersky More specifically to:
1. Elicit perceptions of IT Security overall 2. Obtain deep insights into its symbolic and cultural environment 3. Understand drivers in purchase decision-making
CEE Forum Krakow 26th March 2012

Methodology
To gain deep insights into the Psychology of IT Security Extended Creativity Groups with Consumers Individual In-depth Interviews with IT Managers With both Targets we used a series of Projective and elicitation Techniques to explore the World of IT and IT Security
CEE Forum Krakow 26th March 2012

Challenges IT Security is a relatively new category with scope to build a strong brand image but had tended to be a rather rational, low involvement category that was not particularly emotionally engaging or motivating
CEE Forum Krakow 26th March 2012

IT Security Managers Constant Vigilance

Staff are always compromising security and there are constant risksI have to ensure the companys data is secureI could lose my job if some fool takes a risk with security

CEE Forum Krakow 26th March 2012

Consumers increasing Dependency & Fear

My life is in here. It would be the end of the world if I lost it all.. But its so confusing I dont really understand what does it all mean?I hope Im not at risk!

CEE Forum Krakow 26th March 2012

Digging Deeper Rational Emotional

Social
Cultural
*RESC Source: QRi Consulting

Awareness Knowledge Experience Beliefs Values Feelings Social Pressure User Imagery Attitudes Language Cultural Values Symbolism
CEE Forum Krakow 26th March 2012

Archetypes
CEE Forum Krakow 26th March 2012

Through our analysis 6 global Archetypal Characters & Stories were evident as both Consumers and B2B described their Ideal IT Security Brand

CEE Forum Krakow 26th March 2012

Science/Technology Leading Edge

Best in Class
One step ahead Technical Excellence

The Scientist
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Designer/Specialist Cool Cutting Edge

Minimalist
Bespoke

The Craftsman
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Archetypes have helped to develop Kaspersky Labs Business Strategies in the area of Product, Communication and Brand Strategy

CEE Forum Krakow 26th March 2012

Product Strategy has developed from a Solo offering to a Multiple Product Strategy using the Archetypes

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Female/Protection/ Intuition Empathic Alert Captivating

The Guardian Angel

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The Guardian Angel Archetype for Kaspersky

CEE Forum Krakow 26th March 2012

Peace of Mind/ Freedom Confidence Reassurance Carefree

No worries

The Guardian
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Male/War/Defence Good against evil Fighting for what Is right Winning the battle

The Warrior
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Magician/Alchemy Mystical Powerful

Insightful

The Magician

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The Guardian Warrior with a touch of the Magician

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The Guardian Warrior with a touch of Magic

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Winner - Malaysian Grand Prix 25th March 2012

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Through the inspiration of Archetypes Kaspersky now has a single brand strategy for B2B and B2C based on shared Emotional benefits

CEE Forum Krakow 26th March 2012

So Overall
We have shown that, through the use of Motivational Qualitative Research, QRi Consulting has helped Kaspersky Lab to develop a strong new Global Positioning through the use of Archetypes And we have demonstrated its practical applications in the areas of Brand and Communication Strategy as well as taking Kaspersky from a solo offering to a Multi-product strategy.
CEE Forum Krakow 26th March 2012

Thank You! Spasiba!

CEE Forum Krakow 26th March 2012

FROM TERABYTES TO ARCHETYPES

The Psychology of Internet Security
Simon Patterson - QRi Consulting Alexander Erofeev - Kaspersky Lab

CEE Forum Krakow 26th March 2012