Insights for Digital Security: A Teen-Centric Ethnography

The Challenge

Our client, multinational cybersecurity, aimed to engage teenagers, recognising them as future digital market drivers who manage their own devices but typically don’t adopt traditional antivirus software. The research aims focused on understanding teens' device usage, app behaviours, current digital needs, and security attitudes.

Our Approach

We utilised a digital ethnography approach, engaging teenagers via a task-based mobile app over 10 days. Data was collected through photos, video selfies, screen captures, and written diaries. This approach allowed teens to share authentic insights in a familiar, social media-style platform. The advantage of such an approach is that it lets people tell their stories in their own words and provides a window into their lives and behaviours. Stakeholders could view real-time findings without direct engagement.

The Outcome

The final report provided insights on device and app usage, digital needs, IT security perceptions, shopping behaviours, and drivers for app and IT security software use. This knowledge enabled the brand to explore monetisation opportunities, adapt products, and build long-term relationships with this demographic through relevant digital security offerings.