What does Security mean?

Our home security client came to us with a problem: they knew their smart locks were incredibly popular but didn’t know why. We sought to unpick how and why they came to be so popular in this market, so they could share the learnings across their EU and MENA teams.

Working with our local cultural partners, we explored the forces at play that might be accelerating the growth of the smart locks category. Using a STEEP framework, we looked at the key drivers of acceptance to unpick the cultural meanings at play, delivering a framework that decoded local understanding of security across a range of markets, as well as guidelines to focus on for future category growth and expansion.