Uncovering Youth Attitudes and Motivations for Internet Browsers

Client: Mozilla.

The ask: To understand awareness of the brand and motivation for choosing a particular browser, particularly how youth feel about privacy and security.

Methods used: One-on-one interviews.

Language used: French.

Impact: These insights were delivered to the client to be used to shape their larger and ongoing strategy work.

Research Insight: Users in France and Germany were less concerned with privacy and security than those in the US, and therefore it was less of a determining factor in their browser choice. 

Process: In collaboration with two other researchers, this research spanned several countries and several languages. I interviewed participants in France. We assessed their attitudes about internet browsers, what went into selecting the browser they used, and what key attributes they had as Mozilla users and non-users. We were able to divide the users into different groups based on their profiles.