F-Secure’s technology had always been exceptional, but competitors’ brands were far more recognized. To drive growth, the F-Secure brand needed to be strengthened. But, first we needed to understand consumer needs and behavior in this fast-changing market. We started with international ethnographic research to build a picture of what people value in today’s digital world. Their attitudes and behaviors related to loss revealed many insights that we then used as the basis for a quantitative survey. With data from three countries, we were able to build an internationally-relevant behavioral segmentation model. We then developed a positioning strategy, brand identity, guidelines and communications targeting the highest value consumer segments.