---
title: "Adjacent growth strategy for a consumer security business | antedote"
description: "Adjacency strategy for a consumer security company: digital ethnography, competitive intelligence and blue ocean analysis on where to grow."
url: "https://antedote.com/explore-our-work/adjacent-growth-for-a-consumer-security-business/"
author: "antedote"
---

# Choosing adjacent markets for a consumer security business

The spaces closest to a core business are the ones everyone else is watching too. A consumer security company wanted to know where it could grow with a right to win, so we combined consumer ethnography, competitive intelligence and a search for uncontested space.

**Client**
Consumer services company

**Industry**
Consumer services

**Market**
North America

**Kind of work**
Brand growth

**Our role**
Adjacency strategy: consumer ethnography, competitive intelligence and blue ocean analysis

## The question

New players were emerging in the spaces closest to the company’s core, and attracting substantial investment.

The executive team wanted to know where to grow next: which adjacent consumer spaces, and which enterprise and partner spaces, the brand could extend into with a right to win, and what the products would be.

## Our approach

Several workstreams ran in parallel, each looking at growth from a different side.

Consumer evidence came from digital ethnography and extended groups. The conversations ranged across people’s digital lives, from security to connected devices and payments.

Competitive intelligence mapped companies across the core and adjacent categories, drawing on analyst experts and investment and trend data. We shaped it into opportunity areas, each assessed for strategic fit.

A blue ocean analysis, a structured search for uncontested space, mapped the company against consumer, partner and enterprise competitors. It traced the buyer experience for pain points, and asked what the company could eliminate, reduce, raise and create.

## What the team came away with

We brought the workstreams together for the executive team in a growth direction and a pipeline of concepts.

The concepts were scoped across consumer spaces, enterprise spaces and both. Each came with the questions to answer before any commitment.

Who we heard from

Consumers in digital ethnography and extended groups, and experts at analyst firms

## Related work

[View brand growth case studies](https://antedote.com/explore-our-work/?work=Brand%20growth#library)

- Spirits

    ### [Defining a spirits brand’s role with Gen Z](https://antedote.com/explore-our-work/spirits-positioning-with-gen-z/)

- Smart home

    ### [Deciding between new messaging and a new positioning](https://antedote.com/explore-our-work/messaging-or-positioning-for-a-smart-home-brand/)

    The brand changed its plan before briefing any more creative.

**What we do**
[Innovation](https://antedote.com/what-we-do/innovation/)

## Thinking about where your brand could go next?

We’d be glad to talk it through with you.

[Talk to us](https://antedote.com/talk-to-us/) · [hello@antedote.com](mailto:hello@antedote.com)

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