To determine the information required to develop a buyer persona for online security and antivirus software. The information will include any or all of the following: buyer personality (Bio, daily online activity), loyalties/trusted brands, decision making, financial position, drivers, triggers, pain points, motivations, working environment, behavior, and buyer's journey. The personas to be developed include:
- Group 1: Age 25-34; Men + women; 80% Income less than $100k; 62% with no children at home; Appreciate diverse imagery; 57% Comfortable with Tech; Interested in tangible product benefits that solve a specific problem or pain point (ex. identity protection)
- Group 2: Age 35 – 44; More men than women; 41% Income greater than $100k; 62% with children at home; 52% Comfortable with Tech; Interested in products that offer a comprehensive and confident solution for the whole family
- Group 3: Age 45+; More women than men; 41% income greater than $100k; 79% with no children at home; 29% Comfortable with Tech; Interested in being educated to make better product decisions (appreciate expertise)