Brand
Dashlane
Strategy & Operations
Defining the opportunity for growth
Project Types
Market expansion
The challenge

Launched in 2012, Dashlane has grown to more than ten million users worldwide. Its product – which includes a password manager, online account monitoring, and security alerts – fulfils a very real need, with 81% of hacking-related breaches occurring as a result of stolen and/or weak passwords. But the company was struggling to define its future growth opportunity.

Our approach

To equip Dashlane with an improved understanding of its global market and the latent consumer-driven opportunities we implemented a rich multi-method study to refine where it could grow next, why and how. Our work included:

Market indexing to identify countries with the highest and most immediate growth potential for Dashlane’s product offering.
Intensive desk and third-party researchalongside mobile vox pops, to identify initial consumer priorities and attitudes to security.
Competitor and semiotic analysisto map notable developments in the sector and reveal white-space opportunities for Dashlane. And to understand how branding is positioned and perceived by audiences across the digital security marketplace.
Consumer segmentation based on a quant study of over 11,000 people across ten priority markets, using statistical clustering to create specific messaging strategies across markets.
Expert interviews to understand the psychological factors, drivers, and motivations that influence decision-making.
Qualitative interviews with 16 representatives of consumer segments across all markets to identify drivers, pain points, and behaviors around security.

This uncovered the regions of greatest opportunity and developed a proprietary audience segmentation. The in-depth interviews helped bring this to life in each of the priority markets identified.

Output

A highly-visual strategic playbook, laying out opportunities for Dashlane to build its brand across territories.

In-depth consumer persona reports, with detailed insights on how segments are defined, how they respond to specific positioning, and their behaviours towards digital security.

Market reports and chart packs for specific territory strategy planning.

Global market indexing and definition for long-term opportunity identification.

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