The Need
Kaspersky wanted to understand how they can develop and hone B2B focussed editorial content found in their Secure Futures digital publication.
They wanted to understand why types of content and formats are most engaging in different English speaking markets around the world.
Our Approach
Using a two day ‘pop up’ methodology, we recruited separate groups of senior decision makers in IT and non IT C-suite potential readerships, at very large global corporations, in the UK, US, South Africa and Singapore.
The research covered areas of interest, what sources they tap into to understand technology advancements relevant to their industry, and moved into evaluated different types and formats of content at a very granular level, e.g. videos, GIFS, opinion pieces and interviews.
Using our innovative pop up platform, we were able to show different types of stimuli to participants and collect videos of participants talking about content as they navigated the website.
The Outcome
This research findings were integral to Kaspersky’s understanding of how to grow their brand and increase consideration and sales in Cyber security products through engaging editorial content, in culturally diverse markets.
