Insight & Strategy Case Studies
Global Consumer Segmentation
I led Avast’s global consumer segmentation evolution programme – a multi‑phase initiative to move the business from a largely product‑centric model toward a shared, customer‑centric view that could be used across marketing, product, commercial and CX teams.
This project focused on optimizing the structure of a freemium cybersecurity product portfolio to maximize paid conversion and overall revenue.
The challenge was to understand how tiering, pricing, and feature design interact within a realistic purchase journey, and how to design a portfolio that encourages both entry and upsell.
Freemium Product Portfolio Strategy
This project focused on defining the optimal pricing and product structure for a new consumer password manager. The business needed to understand how to balance adoption and revenue, while also identifying which features would meaningfully differentiate paid tiers from free offerings.
The key question was how to design a pricing model that would maximize both conversion and long-term value, in a category where many users expect core functionality to be free.
Password Manager Pricing
This project explored whether a general cybersecurity brand could successfully compete in the VPN category, and what factors actually drive consumer adoption and choice.
The business needed to understand how consumers perceive VPN products, how they evaluate options, and whether differentiation through features or branding would be more effective.
VPN Market Insights
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.
NCSIR - PR Survey
This project focused on defining a clear brand direction for Avast by identifying and validating the most compelling strategic territories and propositions. The challenge was to move beyond internal opinion and establish an evidence-based foundation for how the brand should position itself to drive future growth and differentiation.
Brand Territories and Positioning
This project focused on designing a migration strategy to transition users from a complex set of legacy products into a unified platform. The challenge was balancing customer experience, churn risk, revenue impact, and significant technical and licensing complexity through a structured, experiment-led approach, informed by both upfront customer research and continuous feedback during rollout.
Avast One Migration Strategy
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