MARKETING RESEARCH

Presented by :
Khushi Sharma
Meena Malche
M Pavani
Kishan Trivedi

❖ Topic – Data Privacy – Signal Messenger

❖ Title – Understanding User Perceptions towards Signal's Privacy Features.

❖ Literature Review-

❖ Research Article:

❖ Sr. Research Paper Authors

No.
1 Data security and privacy protection Y Sun, J Zhang, Y Xiong, G Zhu
issues
2 Protection of big data privacy - A Mehmood, I Natgunanathan, Y Xiang, G
Hua
3 The role of data privacy in marketing KD Martin, PE Murphy
4 Data privacy: Definitions and S De Capitani Di Vimercati, S Foresti
techniques
5 Data privacy and data protection: the
right of users and the responsibility Alafaa Princess Uche-Awaji
of companies in the digital world.
6 Big data privacy a technological Priyank jain, mansi gyanchandani, nilay
perspective and review khare
7 Explaining the privacy paradox: A Nina gerber, paul gerber, melanie volkamer
systematic
review of literature investigating
privacy attitude
and behavior
 8 Young people and their Kathlene M Armour
engagement with health-related
social media: new perspectives
9 ‘Personal data literacies’: A critical Luci pangrazio, neil selwyn
literacies approach to enhancing
understandings of personal digital
data.
10 Data Privacy: Effects on Customer and Kelly D martin, abhishek borah and
Firm Performance Robert W. palmatier

Company Name – Signal Messenger

Initial Release date – 29th July 2019
Introduction to the company
Signal Messenger is a non-profit organization and messaging app known for its focus on user
privacy and security. Founded in 2014 by Moxie Marlinspike and Stuart Andersen, it uses
open-source, peer-reviewed cryptographic protocols to secure its communication channels.
This dedication to transparency and strong encryption has earned Signal a reputation as one of
the most secure messaging platforms available.
Key Features:
▪ End-to-End Encryption (E2EE): Messages are encrypted on the sender's device and can
only be decrypted by the intended recipient, making them inaccessible to Signal servers
or third parties.
▪ Open Source: The Signal app code is publicly available, allowing independent
verification and contributing to its security.
▪ No User Data Collection: Signal doesn't collect or store user data like metadata,
contacts, or content, further enhancing privacy protection.
▪ Disappearing Messages: Users can set messages to disappear automatically after a
specific timeframe, adding another layer of control over their communications.
Research Gap:
Limited understanding of user trust.
Focus on specific demographics
Impact of usability on perception
Comparison with privacy trade-off
❖ Problem Statement:
To ensure Signal Messenger remains a preferred choice for users seeking privacy-centric
communication, there is a need to conduct comprehensive market research aimed at
understanding the current user perception and satisfaction with the app's privacy features.
Management Decision Problems:
1. Monetization Strategy:
 Problem: Deciding on a sustainable monetization strategy without compromising user
privacy.
Decision Challenge: Balancing the need for revenue with the commitment to user
privacy and maintaining the app's reputation.

2. User Growth vs. Privacy:

Problem: Managing the trade-off between increasing user base and maintaining high-
level encryption and privacy features.

Decision Challenge: Deciding whether to implement features that might attract a larger
user base but could potentially compromise certain privacy principles.

3. Feature Development:

Problem: Prioritizing feature development to stay competitive in the messaging app

market.
Decision Challenge: Determining which new features to prioritize without
compromising the app's simplicity and focus on privacy

4. User Feedback and Requests:

Problem: Managing user feedback and feature requests while maintaining the app's
simplicity.
Decision Challenge: Prioritizing user feedback and feature requests in a way that aligns
with Signal's core values and goals.

Market Research Problem:

Assessing User Perception and Satisfaction with Signal's Privacy Features.
Comparative Analysis: Comparing Signal's privacy features with those of other messaging
apps in the market. This helps in understanding the competitive landscape and identifying areas
where Signal excels or where improvements are needed to maintain its position as a preferred
choice for privacy-focused users.
Demographic Factors: Analyzing how user demographics, such as age, location, and
technological literacy, may influence their perception and satisfaction levels. This allows for
tailoring privacy features to specific user groups if necessary.
Educational Initiatives: Examining the effectiveness of Signal's educational efforts in
informing users about the privacy features available, aiming to identify areas where user
education can be enhanced for better comprehension and utilization of these features.

Research Questions:
1. How aware are current and potential users of the privacy features offered by Signal?
2. How satisfied are users with Signal's existing privacy features, such as end-to-end encryption
and disappearing messages?
3. When it comes to messaging apps, what privacy aspects (e.g., encryption, data storage) do
users consider most important?
4. How does Signal stack up against its main competitors in terms of privacy features? What
are Signal's strengths and weaknesses in this area? Are there any opportunities to improve, and
what potential threats does Signal face regarding user privacy?

Research Objectives:
1. Assess the level of awareness among current and potential users regarding Signal's
privacy features.
2. Gauge user satisfaction with Signal's existing privacy features, including end-to-end
encryption, disappearing messages, and other security measures.
3. Determine the relative importance users place on different privacy aspects (e.g.,
encryption, data retention policies) concerning messaging apps.
4. Compare Signal's privacy features with those of key competitors to identify strengths,
weaknesses, opportunities, and threats.

Hypothesis

Null Hypothesis - There is no significant difference in user perception towards Signal

Messenger's privacy features.

Alternate Hypothesis (H1): There is a significant difference in user perception towards

Signal Messenger's privacy features.

Variables:

Independent Variable: User perception towards Signal Messenger's privacy features.

Dependent Variable: The level of satisfaction or dissatisfaction expressed by users in

relation to Signal Messenger's privacy features.