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What do we mean when we talk about privacy?


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#1


BLUE SKY
The Big Idea

PRIVACY OR SECURITY?

A global tech company launched a product that provides privacy and security recommendations to users.

The company wanted to know if consumers understood the difference between data privacy and security issues, and what keywords they associated with each.

 
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#2


THE HORIZON
A World of Possibility

IMPLICIT VS. EXPLICIT ASSOCIATIONS

We employed an Implicit Association Test (IAT) where consumers were asked to sort keywords as quickly and as accurately as they could into two groups - Data Security and Data Privacy.

Implicit associations are deeply rooted and connected to behavior whereas explicit associations indicate weak communicators requiring levels of rationalization.

 
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#3


DIGGING DEEP
Deciphering the Data

PRIVACY ≠ SECURITY

We were able to identify the strongest keywords that could be used to communicate security and privacy to consumers, as well as confirmation that with the right keywords consumers understood which was being communicated.

 
 
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