Blending personal interviews and online review analysis allowed Webroot to gain better customer understanding and more focused marketing efforts.



Webroot is the modern solution to today’s advanced cyber threats. As the first to harness the cloud and artificial intelligence to stop zero-day threats in real time, Webroot secures businesses and individuals worldwide with threat intelligence and protection for endpoints and networks.


Webroot was looking to evolve its marketing and found that their fundamental understanding of customers was limited to tribal knowledge and assumptions built over time. They hired Sprocket to help them better understand their customers and their journey from need to purchase.


To help Webroot better understand their customers, we began with a collaborative journey map co-creation session with the Webroot internal team. This allowed us to build initial hypotheses about who Webroot customers are and what their buying journeys may involve. Armed with initial assumptions, we next conducted personal interviews with customers to build research-based personas and journey maps. But we didn’t stop there.

At Sprocket, we find value in mixing qualitative insight with quantitative understanding. Using natural language processing, we analyzed thousands of Webroot Amazon reviews as well as reviews of top competitors to validate our research findings and quantify the perceptual difference between Webroot customers and that of the competition.


The combination of qualitative design research with quantitative online review analysis gave Webroot fundamental insight that they hadn’t had before, and uncovered some surprises in the process. This deeper understanding of customer needs and motivations provided Webroot with confidence to take action with new messaging and tactics targeted toward particular customers. It also helped them prioritize the customers to focus on for growth so that effort (and their finite marketing budget) wasn’t wasted.


Posted on

January 29, 2018