I S U R U S M A R K E T R E S E A R C H A N D C O N S U L T I N G Case Study: Consumer Technology Pricing Research 1. Identifying the issue In the days after desktop antivirus software was a de facto standard but before spyware and identity protection had yet to take off, a client turned to Isurus for help pricing its personal security products. At the time the market consisted of a handful of specialty software providers, a dozen o

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