Exploring Perceptions of Data Privacy

Challenge

Exploring reactions to campaign concepts in India and Brazil to drive the development of business in impactful local markets.

Our client, a leading tech and social media company, aimed to understand people’s perceptions of online safety. Across markets and age groups, data privacy is a complicated and deeply personal topic, so we were honored to lend an empathetic helping hand.

Approach

We conducted 90-minute, virtual in-depth interviews with Millennials and Gen Z daily app users to uncover their reactions based on the following key metrics: clarity, brand fit, and intended action. International research is never one size fits all; cultural nuances require the delicate touch of an adjusted approach. We collaborated with partners and our client to deliver culturally appropriate and relevant insight.

Impact

We developed a unique topline report for each market to unveil overarching concerns, while acknowledging national and cultural nuances regarding data privacy in India and Brazil. Ultimately, our research resulted in actionable guardrails and guidelines based on key metrics.