From terabytes to archetypes: The psychology of internet security

Simon Patterson
Qri Consulting, UK
Alexander Erofeev
Kaspersky Lab, Russia


It is estimated that by 2015 there will be three billion internet users globally. At the same time cyber-crime is an ever present and increasing threat to personal, national and international security, currently costing hundreds of billions of dollars a year globally.

Kaspersky Lab is one of the world's fastest growing and innovative players in the IT Security market (or Antivirus as it is commonly known, although this is no longer a correct definition of its functionality). In 2009 Kaspersky Lab commissioned a study with QRi Consulting (formally CRAM International) to conduct a fundamental piece of Motivational Qualitative Research amongst B2B (IT Security Managers) and B2C customers. This research was part of a major review of their global brand strategy covering eight markets (United States, United Kingdom, China, Russia, Brazil, Germany, United Arab Emirates, and Spain). Due to the rapidly developing nature of this market, a further study was commissioned in 2011 to update the working hypothesis.