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6 mins

Different ways to conduct cybersecurity market research

Learn the different ways to conduct cybersecurity market research in this post

Mar 26, 2023
B2B market research
B2C market research


Cybersecurity is a big business and it's growing fast. The global cyber security market was valued at $139.77 billion in 2021, according to Fortune Business Insights. The market is now projected to grow from $ 155.83 billion in 2022 to $ 376.32 billion by 2029. This growth is equivalent to a CAGR of 13.4%. And while these numbers are impressive on their own, they only tell part of the story. Many businesses don't know where or how to invest in cybersecurity initiatives that would maximise their returns on investment (ROI). Conducting cybersecurity market research can help you understand how to make better decisions about investing in this market. It can also provide insight into how others are approaching security budgets and strategies.

What is cybersecurity market research?

Cybersecurity market research is a type of business research that can be used to understand the market, competitors, and customers. It can help you make better decisions about your cybersecurity strategy. Cybersecurity market research may be qualitative or quantitative in nature; it might be conducted by internal staff or an external firm.

The goal of cybersecurity market research is to understand the needs of your customers and the competitive landscape. This is so you can make data-driven decisions about how to move forward.

Types of Cybersecurity Market Research

There are two main types of cybersecurity market research: qualitative and quantitative. Qualitative research uses focus groups and interviews to gather opinions on topics such as product preferences, usage patterns, and customer satisfaction. On the other hand, you can gather quantitative data through surveys that ask respondents to answer questions based on numbers. A quantitative question could be: "How much do you pay for your Internet service?". Some organisations combine both approaches by asking participants to complete a survey online while also conducting face-to-face interviews with select participants. This helps them better understand why certain groups answered certain questions differently than others did.

Who conducts cybersecurity market research?

There are many sources of cybersecurity market research, but not all of them are equally reliable. Here's a breakdown of the most common ones:

  • Analytics companies that specialise in cyber security research. These can include information technology (IT) vendors as well as third-party consultancies. Their research reports cover topics such as trends and forecasts, competitive analysis, and market sizing. They also cover quantitative data points that help you get an idea of how big the market is today and where it's headed.
  • Government agencies such as US Federal Trade Commission (FTC) or ENISA. These organisations publish reports on emerging technologies such as blockchain. They also provide insight into current events like data breaches or cyberattacks through their press releases and statements. These are usually more qualitative in nature and can help you get a better sense of what's happening in the industry.

How to conduct cybersecurity market research

You should always start by defining the problem you want to solve. For example, say that you're trying to improve customer experience with a new cybersecurity product or service. Then, your main goal is likely going to be increasing customer satisfaction.

This is not an easy task! In fact, it's very difficult for most companies because they don't know how their customers view their products or services in comparison with other solutions on the market. As such, it may take some time before this becomes clear enough so that you can set specific goals around improving these areas.

Cybersecurity market research can help you understand how to make better decisions in your business.

Understanding the market allows you to determine what your customers want and need. This is important for staying ahead of the curve and being more effective in marketing your product.

Cybersecurity market research is also helpful when it comes to understanding how businesses are changing and adapting their strategies accordingly. For example, suppose you notice that many companies are increasing their cybersecurity budgets this year compared with last year. This may be an indication that they're preparing for an increase in cyberattacks or other threats such as breaches or ransomware attacks.

Conduct cybersecurity market research to understand the impact of breaches on businesses and the economy

Cybersecurity market research can help you understand how to make better decisions in your business. It's important to know the key industries affected by cybersecurity breaches, and what they are doing about it. This can be a good way to gauge how vulnerable your company is. Additionally, you can know what spending habits are normal for similar businesses in your industry.

If you're looking at security spending as part of an overall IT budget, this is another area where conducting cybersecurity market research will come in handy. Understanding how much others are spending on security gives insight into how important it is for your company. Cybersecurity is a growing concern for companies, as cybercrime continues to rise across all industries.

To help you make better decisions within your company, we've compiled some useful tips for conducting cybersecurity market research:

-Identify the key issues: Start by identifying the key issues within your industry. Talk to experts and business leaders, or conduct a survey of your customers. What are their concerns? Where do they see cybersecurity being an issue in the future?

-See the impact on your company: Once you've identified a problem, it's important to understand how this issue impacts your business. How much does it cost businesses in terms of losses and damages? What are some current trends that could impact your company's cybersecurity in the future?

-Identify the solutions: Once you've identified a problem, it's important to understand how this issue impacts your business. How much does it cost businesses in terms of losses and damages? What are some current trends that could impact your company's cybersecurity in the future?

Identify emerging markets and potential business opportunities through cybersecurity market research

Cybersecurity market research can be used to identify emerging markets and potential business opportunities. For example, you might want to know how much of an impact breaches have on businesses and the economy. You could also use it to understand the key industries affected by cybersecurity. Or you could see how security spending impacts overall IT spending. Identifying new markets and potential business opportunities is a critical step in the process of conducting cybersecurity market research. This can help you identify the best ways to expand your business in new directions. It can also identify any potential threats to your current operations.

New markets for your products and services are an important source of revenue growth. However, it's also important to consider how those new markets might impact your existing customers or distribution channels. In some cases, there may be an overlap between these two groups. If so then you should take this into account when making decisions about where to focus your resources.

What are the key industries affected by cybersecurity?

Cybersecurity affects several industries. Healthcare, finance, and retail are just some of the sectors that must maintain an active focus on cyber risk. In addition to these traditional industries, government agencies are also increasingly vulnerable to attacks that could have serious consequences for national security or public safety.

To help you understand how each industry operates in relation to cybersecurity threats and risks, let’s look at some examples below.

  • Healthcare - Health data is highly sensitive and valuable for hackers who wish to sell it on the dark web.
  • Finance - Financial institutions store vast amounts of personal data in order for customers' transactions to go smoothly. However, this makes them particularly vulnerable if attacked by hackers looking for access credentials such as usernames or passwords, or credit card information.

It's also important to note that the cybersecurity market is a very dynamic one. It continues to grow as cyberattacks and other threats continue to increase in frequency and severity. As such, it's important for businesses to stay up-to-date on trends in this industry so they can make more informed decisions about their strategies moving forward.

Cybersecurity is a big business and it's growing fast

Cybersecurity is a big business. According to Fortune Business insights, the market is expected to grow at a CAGR of 13.4% til 2029.

Several factors affect this industry's growth including:-

  • The increase in the number and severity of cyberattacks. This means that companies need more resources than ever before just to keep up with the latest threats online!
  • Increased spending on cybersecurity solutions by both individuals and organisations alike as they recognise its importance in ensuring safety online today.

Increased awareness about cybersecurity among both individuals and organisations. The number of people who have experienced a cyberattack firsthand is increasing, which has led to more people taking action to protect themselves online. Embroker reports that 66% of people have experienced a cyber attack in the past 12 months.

Qualitative research in cybersecurity

Qualitative research is an approach to gathering and analysing information about people, their opinions, and their experiences. You can use it to understand the underlying reasons for behaviour and attitudes. Qualitative research can also be used to identify new opportunities by exploring potential solutions with customers or other stakeholders.

Qualitative data is collected through interviews with individuals who have been identified as having a high degree of familiarity with a topic or product category. For instance, this could be a Chief Information Security Officer in the case of cybersecurity. The interviewees are asked open-ended questions that allow them to provide detailed answers about their experiences related to cybersecurity products or services. In this way, researchers can use this insight into how they use these products or services.

Qualitative research is a key component of cybersecurity market research. How do you know if the product or service you're developing will be successful? The answer lies in understanding your target audience, and qualitative research can help with that. Qualitative data gathering techniques include interviews and focus groups; the former being one-on-one interactions between researcher and subject; the latter involving several people in an informal setting. Both methods allow researchers to delve deeper into their subjects' attitudes.

Many industries have successfully used qualitative research methods. They are a way of getting direct feedback from customers or potential clients about their experiences using products or services.

Quantitative research in cybersecurity

Quantitative research is used to measure things. You can use it to measure the size of a market, how fast it's growing, how much is being spent on it, and so on. You can also use it to measure the impact of security breaches on businesses and the economy.

Synthesis of both approaches

One of the most important aspects of conducting market research is to ensure that you are gathering as much information as possible. This means that you should consider both qualitative and quantitative approaches when conducting your cybersecurity market research. This is because each method provides different insights into your target audience.

Combining both methods gives you a more holistic view of what's happening in your industry and how it relates to your business goals.

  • You can use qualitative research is used to understand the problem. Qualitative research involves asking questions and conducting interviews with people in your target audience, who will help you identify the key issues and priorities for solving them.
  • You can use quantitative research to understand the solution. Quantitative data collection methods include surveys, polls, and analytics tools such as Google Analytics (GA) that can provide quantitative insights.
  • Synthesise both approaches by conducting both quantitative and qualitative studies together. This is so that you end up with a complete picture of the cybersecurity research project.


We hope this article has given you some insight into how you can conduct cybersecurity market research. There are many options available to you, but none of them will be perfect for every situation. The key is finding an approach that works well for your particular situation and goals as an organisation. Curious to learn more about cybersecurity market research? We’ve got just the post for you. Check out: What are the challenges to Cybersecurity market research?

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