Norton Cyber Safety Insights Report (NCSIR) – Holiday Edition - Case Study
This project focused on delivering a large-scale, multi-market insights study to support global and local PR campaigns. The challenge was to translate a complex dataset into clear, consistent, and compelling storytelling that could be used across markets for external communications.
Context
The Norton Cyber Safety Insights Report (NCSIR) is a recurring global study designed to generate PR-ready insights on online behaviour, cybersecurity risks, and emerging digital trends.
For the Holiday edition, the objective was to produce a large-scale, multi-market dataset to support communications around topics such as online shopping, scams, AI-assisted behaviour, and digital relationships, aligned to peak Q4 media cycles.
The challenge was not just executing the research, but ensuring that outputs were translated into clear, consistent, and compelling narratives that could be used effectively across both global and local markets.
Objective
Deliver a high-quality global study that:
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Produced reliable, PR-ready insights across multiple markets
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Enabled consistent storytelling at both global and local levels
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Supported external communications and media engagement
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Balanced methodological consistency with local relevance
My Role
I played a central role in the end-to-end delivery of the study outputs, spanning research design support through to final storytelling assets.
I contributed to questionnaire design and survey logic, ensuring that key topics were captured effectively and aligned with reporting needs. I then led data checking and quality control across global toplines and country-level outputs, validating results and resolving inconsistencies across a large and complex dataset.
Beyond data validation, I played a key role in shaping the narrative, identifying the most compelling insights and ensuring consistency in how they were presented across markets. I worked closely with design teams to translate data into clear and effective visuals, ensuring outputs were both accurate and accessible.
The role required close coordination across research, analytics, PR & communications, and design functions, acting as a bridge between data and storytelling.
Approach
The study was conducted across 14 markets with approximately 14,000 respondents, using nationally representative samples in each country.
Key topics included online shopping behaviours during the holiday period, exposure to scams and fraud, use of AI in consumer decision-making, and broader digital behaviours such as online relationships and loneliness.
Outputs were developed at both global and country levels, requiring a consistent methodological approach alongside flexibility to adapt narratives for local markets.
Data Quality, Validation and Localisation
A major focus of my role was ensuring data quality and consistency across a large and complex dataset.
This involved reviewing and validating global toplines and country-level outputs, identifying and resolving inconsistencies, and ensuring all outputs were accurate, reliable, and ready for external use.
In parallel, I supported localisation by working with country teams to refine narratives, ensuring insights were relevant and clearly expressed for different markets, while maintaining overall consistency in messaging.
Insight Development and Storytelling
In addition to data validation, I played a key role in shaping how insights were communicated.
I identified the most compelling and newsworthy findings, structured narratives for clarity and impact, and collaborated with design teams on chart selection and visual formats.
The focus was on transforming complex data into clear, digestible, and PR-ready stories that could be used effectively in external communications.
Output
The final outputs fed into the Norton Cyber Safety Insights Report – Holiday edition, including global and market-level insight decks, PR and communications materials, and consumer-facing report content.
https://filecache.mediaroom.com/mr5mr_nortonlifelock/179507/NCSIRHolidayGlobalReport2025.pdf
These outputs were used across owned and earned media channels to support global and regional campaigns.
Impact
The work contributed to a globally coordinated research and communications programme, providing a consistent evidence base for external messaging across multiple markets.
It enabled scalable production of PR-ready insights, consistent storytelling across global and local outputs, and high-quality, externally usable data supporting brand positioning and thought leadership.
My role combined data quality ownership, narrative development, and cross-functional coordination, ensuring that a complex global dataset translated into clear, credible, and impactful external communication.