Mystery Shopping Takes Partner Sales to a New Level<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t\t\t\t\tHow a recent mystery shopping study provided F-Secure and its carrier partners with a concrete path to take in-store sales to a new level.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t\t\t\n\t\t\t\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\n\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\tCustomer<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\tF-Secure<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\tIndustry<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\tInformation Security<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\tService<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\tCustomer insight<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\tYear<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t2026<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\n\t\t\t\t\t\n\t\t\n\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t8 weeks<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t\t\t\t\tTotal duration of the mystery shopping project, from planning to the debriefing of the operators<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t100 %<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t\t\t\t\tThe operator’s retail network was reviewed with a fresh perspective<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t100+<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t\t\t\t\tA partner carrier sells F-Secure products worldwide<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t6 weeks<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t\t\t\t\tThe study was directly linked to the spring business development program<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t\n\t\t\t\t\tSource: F-Secure and Voitto Group, Customer Insight Project 2026. Figures provided by F-Secure. \n<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\n\t\t\t\t\t\n\t\t\n\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t01<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\tStarting point: The market leader wanted a fresh perspective\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t\t\t\t\tF-Secure is a global cybersecurity company whose consumer product protects millions of users through more than 100 carrier partners around the world. In Finland, the company is the clear market leader in consumer cybersecurity, and its product is sold largely under the operators\u2019 own brands. Jussi Koskinen leads F-Secure\u2019s operator business in Finland and the Baltics. <\/p>
In early 2026, F-Secure wanted to update its understanding of how sales representatives at its carrier partners were demonstrating and selling F-Secure\u2019s cybersecurity product in stores. It had been some time since the previous similar study, and this time the approach was different: F-Secure wanted a partner who did not have extensive experience in cybersecurity.<\/strong> <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\n\t\t\t\t\t\n\t\t\n\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t02<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\tGoal: An up-to-date overview of the situation\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t\t\t\t\tF-Secure\u2019s goal was twofold. First, the company wanted to assess the level of sales staff expertise in stores\u2014specifically, how F-Secure\u2019s cybersecurity products are presented and how the sales process is structured. Second, the goal was to create a basis for comparison with a mystery shopping study conducted the previous year, so that trends in development would be visible. <\/p>
F-Secure solicited bids from several vendors and deliberately chose Voitto, which did not have extensive experience in the information security field. This was a strategic decision. <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
\n\t\t\t\t\t\n\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\tWe wanted a partner with fresh perspectives. In addition, our goal was to carry out the\nproject with people who had no emotional attachment or\nexperience with information security. This way, all feedback would be as\nunbiased as possible, and this turned out to be the right choice. <\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\tJussi Koskinen, Head of Service Provider Business, Finland and the Baltics, F-Secure\n\n<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\n\t\t\t\t\t\n\t\t\n\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t03<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\tApproach: without any preconceptions, straight to the store\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t\t\t\t\tVoitto Group designed a new type of mystery shopping process, in which selected stores operated by the operators were evaluated in accordance with the mystery shopping concept. The focus of the study was not merely on generating data, but on obtaining a practical picture of what actually happens in a store when a customer asks about data security.<\/strong> <\/p>The starting point was that the researchers were unfamiliar with F-Secure\u2019s product and had no experience with the information security purchasing process. This made it possible to identify issues that an industry professional might not necessarily notice. <\/p>
The mystery shopping project lasted a total of eight weeks. The project proceeded as follows: <\/p>
Weeks 1 and 2.<\/strong> Process design, questionnaire framework, and a comparison with previous research.<\/p>Weeks 3, 4, and 5.<\/strong> Store visits across the networks of three carriers.<\/p>Weeks 6 and 7.<\/strong> Summary and concrete proposals for development.<\/p>Week 8.<\/strong> Termination of contracts with operator partners.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\n\t\t\t\t\t\n\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\tThe response time was lightning-fast. For us, it was like a refreshing breath of dynamic, fast-paced action. \n<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\tJussi Koskinen, Head of Service Provider Business, Finland and the Baltics, F-Secure\n\n<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\n\t\t\t\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t![\"\"](\"https:\/\/voittogroup.com\/wp-content\/uploads\/2026\/07\/61-1536x864.jpg\")
\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\n\t\t\t\t\t\n\t\t\n\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t04<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\tResults: Insights That Support Growth\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t\t\t\t\tOne particularly positive aspect was that the study did not focus on finding flaws, but rather opened F-Secure\u2019s and the operators\u2019 eyes to the hidden potential waiting to be tapped in retail stores. The results showed that cybersecurity is about much more than just a technical add-on\u2014it\u2019s a significant part of the customer experience\u2014and they provided concrete tools for boosting sales. <\/p>
These findings led to four significant steps forward.<\/p>
Making shopping easier.<\/strong> When clear prices are proactively highlighted, the customer’s hesitation to buy is significantly reduced.<\/p>Making sales work easier with tools.<\/strong> We identified a need for physical reminders and reference materials that help salespeople bring up the topic naturally.<\/p>Deepening customer engagement.<\/strong> The best results are achieved when, instead of using technical jargon, we talk about genuine everyday safety and care.<\/p>Clarifying Communication.<\/strong> We gained valuable insights into how to streamline internal training and clarify product differences so that salespeople can be more successful in their work.<\/p>The end result was a valuable overview of the current situation and a concrete path forward that didn\u2019t get bogged down in finger-pointing, but instead offered operators an inspiring and clear path to turning in-store interactions into value for customers.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
\n\t\t\t\t\t\n\t\t\n\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t05<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\tNature of the collaboration: speed, brainstorming, no ready-made answers\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t\t\t\t\tVoitto\u2019s way of working stood out from other providers F-Secure had worked with in the past. The first clear difference was response time: messages were answered within minutes, not days, and the work progressed at a steady pace. Another difference was the approach: Voitto didn\u2019t bring ready-made models to the table, but instead collaborated closely with F-Secure throughout the entire process. <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
\n\t\t\t\t\t\n\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\tAlthough Voitto has truly extensive experience in various lines of business, we at\nnever felt that anything was being pushed on us. Openness, brainstorming, and\n\u2014specifically, working together to find a solution\u2014were at the heart of the process. <\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\tJussi Koskinen, Head of Service Provider Business, Finland and the Baltics, F-Secure\n\n<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\n\t\t\t\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t\t\t\t\tThis was also clearly evident during the review of the results and findings. Voitto always approached the findings with a positive and encouraging attitude. <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
\n\t\t\t\t\t\n\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\tYou didn't get bogged down by weaker performances in any way; on the contrary, your approach was encouraging and uplifting.\n<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\tJussi Koskinen, Head of Service Provider Business, Finland and the Baltics, F-Secure\n\n<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\n\t\t\t\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t![\"\"](\"https:\/\/voittogroup.com\/wp-content\/uploads\/2026\/07\/62-1536x864.jpg\")
\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\n\t\t\t\t\t\n\t\t\n\t\t\n\t\t\t\t\n\t\t\t\t
How a recent mystery shopping study provided F-Secure and its carrier partners with a concrete path to take in-store sales to a new level.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
8 weeks<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t\t\t\t\tTotal duration of the mystery shopping project, from planning to the debriefing of the operators<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t100 %<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t\t\t\t\tThe operator’s retail network was reviewed with a fresh perspective<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t100+<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t\t\t\t\tA partner carrier sells F-Secure products worldwide<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t6 weeks<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t\t\t\t\tThe study was directly linked to the spring business development program<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t\n\t\t\t\t\tSource: F-Secure and Voitto Group, Customer Insight Project 2026. Figures provided by F-Secure. \n<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\n\t\t\t\t\t\n\t\t\n\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t01<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\tStarting point: The market leader wanted a fresh perspective\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t\t\t\t\tF-Secure is a global cybersecurity company whose consumer product protects millions of users through more than 100 carrier partners around the world. In Finland, the company is the clear market leader in consumer cybersecurity, and its product is sold largely under the operators\u2019 own brands. Jussi Koskinen leads F-Secure\u2019s operator business in Finland and the Baltics. <\/p>
In early 2026, F-Secure wanted to update its understanding of how sales representatives at its carrier partners were demonstrating and selling F-Secure\u2019s cybersecurity product in stores. It had been some time since the previous similar study, and this time the approach was different: F-Secure wanted a partner who did not have extensive experience in cybersecurity.<\/strong> <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\n\t\t\t\t\t\n\t\t\n\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t02<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\tGoal: An up-to-date overview of the situation\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t\t\t\t\tF-Secure\u2019s goal was twofold. First, the company wanted to assess the level of sales staff expertise in stores\u2014specifically, how F-Secure\u2019s cybersecurity products are presented and how the sales process is structured. Second, the goal was to create a basis for comparison with a mystery shopping study conducted the previous year, so that trends in development would be visible. <\/p>
F-Secure solicited bids from several vendors and deliberately chose Voitto, which did not have extensive experience in the information security field. This was a strategic decision. <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
\n\t\t\t\t\t\n\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\tWe wanted a partner with fresh perspectives. In addition, our goal was to carry out the\nproject with people who had no emotional attachment or\nexperience with information security. This way, all feedback would be as\nunbiased as possible, and this turned out to be the right choice. <\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\tJussi Koskinen, Head of Service Provider Business, Finland and the Baltics, F-Secure\n\n<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\n\t\t\t\t\t\n\t\t\n\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t03<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\tApproach: without any preconceptions, straight to the store\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t\t\t\t\tVoitto Group designed a new type of mystery shopping process, in which selected stores operated by the operators were evaluated in accordance with the mystery shopping concept. The focus of the study was not merely on generating data, but on obtaining a practical picture of what actually happens in a store when a customer asks about data security.<\/strong> <\/p>The starting point was that the researchers were unfamiliar with F-Secure\u2019s product and had no experience with the information security purchasing process. This made it possible to identify issues that an industry professional might not necessarily notice. <\/p>
The mystery shopping project lasted a total of eight weeks. The project proceeded as follows: <\/p>
Weeks 1 and 2.<\/strong> Process design, questionnaire framework, and a comparison with previous research.<\/p>Weeks 3, 4, and 5.<\/strong> Store visits across the networks of three carriers.<\/p>Weeks 6 and 7.<\/strong> Summary and concrete proposals for development.<\/p>Week 8.<\/strong> Termination of contracts with operator partners.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\n\t\t\t\t\t\n\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\tThe response time was lightning-fast. For us, it was like a refreshing breath of dynamic, fast-paced action. \n<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\tJussi Koskinen, Head of Service Provider Business, Finland and the Baltics, F-Secure\n\n<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\n\t\t\t\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\n\t\t\t\t\t\n\t\t\n\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t04<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\tResults: Insights That Support Growth\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t\t\t\t\tOne particularly positive aspect was that the study did not focus on finding flaws, but rather opened F-Secure\u2019s and the operators\u2019 eyes to the hidden potential waiting to be tapped in retail stores. The results showed that cybersecurity is about much more than just a technical add-on\u2014it\u2019s a significant part of the customer experience\u2014and they provided concrete tools for boosting sales. <\/p>
These findings led to four significant steps forward.<\/p>
Making shopping easier.<\/strong> When clear prices are proactively highlighted, the customer’s hesitation to buy is significantly reduced.<\/p>Making sales work easier with tools.<\/strong> We identified a need for physical reminders and reference materials that help salespeople bring up the topic naturally.<\/p>Deepening customer engagement.<\/strong> The best results are achieved when, instead of using technical jargon, we talk about genuine everyday safety and care.<\/p>Clarifying Communication.<\/strong> We gained valuable insights into how to streamline internal training and clarify product differences so that salespeople can be more successful in their work.<\/p>The end result was a valuable overview of the current situation and a concrete path forward that didn\u2019t get bogged down in finger-pointing, but instead offered operators an inspiring and clear path to turning in-store interactions into value for customers.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
\n\t\t\t\t\t\n\t\t\n\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t05<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\tNature of the collaboration: speed, brainstorming, no ready-made answers\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t\t\t\t\tVoitto\u2019s way of working stood out from other providers F-Secure had worked with in the past. The first clear difference was response time: messages were answered within minutes, not days, and the work progressed at a steady pace. Another difference was the approach: Voitto didn\u2019t bring ready-made models to the table, but instead collaborated closely with F-Secure throughout the entire process. <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
\n\t\t\t\t\t\n\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\tAlthough Voitto has truly extensive experience in various lines of business, we at\nnever felt that anything was being pushed on us. Openness, brainstorming, and\n\u2014specifically, working together to find a solution\u2014were at the heart of the process. <\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\tJussi Koskinen, Head of Service Provider Business, Finland and the Baltics, F-Secure\n\n<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\n\t\t\t\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t\t\t\t\tThis was also clearly evident during the review of the results and findings. Voitto always approached the findings with a positive and encouraging attitude. <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
\n\t\t\t\t\t\n\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\tYou didn't get bogged down by weaker performances in any way; on the contrary, your approach was encouraging and uplifting.\n<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\tJussi Koskinen, Head of Service Provider Business, Finland and the Baltics, F-Secure\n\n<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\n\t\t\t\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\n\t\t\t\t\t\n\t\t\n\t\t\n\t\t\t\t\n\t\t\t\t
Total duration of the mystery shopping project, from planning to the debriefing of the operators<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
100 %<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t\t\t\t\tThe operator’s retail network was reviewed with a fresh perspective<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t100+<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t\t\t\t\tA partner carrier sells F-Secure products worldwide<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t6 weeks<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t\t\t\t\tThe study was directly linked to the spring business development program<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t\n\t\t\t\t\tSource: F-Secure and Voitto Group, Customer Insight Project 2026. Figures provided by F-Secure. \n<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\n\t\t\t\t\t\n\t\t\n\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t01<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\tStarting point: The market leader wanted a fresh perspective\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t\t\t\t\tF-Secure is a global cybersecurity company whose consumer product protects millions of users through more than 100 carrier partners around the world. In Finland, the company is the clear market leader in consumer cybersecurity, and its product is sold largely under the operators\u2019 own brands. Jussi Koskinen leads F-Secure\u2019s operator business in Finland and the Baltics. <\/p>
In early 2026, F-Secure wanted to update its understanding of how sales representatives at its carrier partners were demonstrating and selling F-Secure\u2019s cybersecurity product in stores. It had been some time since the previous similar study, and this time the approach was different: F-Secure wanted a partner who did not have extensive experience in cybersecurity.<\/strong> <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\n\t\t\t\t\t\n\t\t\n\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t02<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\tGoal: An up-to-date overview of the situation\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t\t\t\t\tF-Secure\u2019s goal was twofold. First, the company wanted to assess the level of sales staff expertise in stores\u2014specifically, how F-Secure\u2019s cybersecurity products are presented and how the sales process is structured. Second, the goal was to create a basis for comparison with a mystery shopping study conducted the previous year, so that trends in development would be visible. <\/p>
F-Secure solicited bids from several vendors and deliberately chose Voitto, which did not have extensive experience in the information security field. This was a strategic decision. <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
\n\t\t\t\t\t\n\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\tWe wanted a partner with fresh perspectives. In addition, our goal was to carry out the\nproject with people who had no emotional attachment or\nexperience with information security. This way, all feedback would be as\nunbiased as possible, and this turned out to be the right choice. <\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\tJussi Koskinen, Head of Service Provider Business, Finland and the Baltics, F-Secure\n\n<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\n\t\t\t\t\t\n\t\t\n\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t03<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\tApproach: without any preconceptions, straight to the store\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t\t\t\t\tVoitto Group designed a new type of mystery shopping process, in which selected stores operated by the operators were evaluated in accordance with the mystery shopping concept. The focus of the study was not merely on generating data, but on obtaining a practical picture of what actually happens in a store when a customer asks about data security.<\/strong> <\/p>The starting point was that the researchers were unfamiliar with F-Secure\u2019s product and had no experience with the information security purchasing process. This made it possible to identify issues that an industry professional might not necessarily notice. <\/p>
The mystery shopping project lasted a total of eight weeks. The project proceeded as follows: <\/p>
Weeks 1 and 2.<\/strong> Process design, questionnaire framework, and a comparison with previous research.<\/p>Weeks 3, 4, and 5.<\/strong> Store visits across the networks of three carriers.<\/p>Weeks 6 and 7.<\/strong> Summary and concrete proposals for development.<\/p>Week 8.<\/strong> Termination of contracts with operator partners.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\n\t\t\t\t\t\n\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\tThe response time was lightning-fast. For us, it was like a refreshing breath of dynamic, fast-paced action. \n<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\tJussi Koskinen, Head of Service Provider Business, Finland and the Baltics, F-Secure\n\n<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\n\t\t\t\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\n\t\t\t\t\t\n\t\t\n\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t04<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\tResults: Insights That Support Growth\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t\t\t\t\tOne particularly positive aspect was that the study did not focus on finding flaws, but rather opened F-Secure\u2019s and the operators\u2019 eyes to the hidden potential waiting to be tapped in retail stores. The results showed that cybersecurity is about much more than just a technical add-on\u2014it\u2019s a significant part of the customer experience\u2014and they provided concrete tools for boosting sales. <\/p>
These findings led to four significant steps forward.<\/p>
Making shopping easier.<\/strong> When clear prices are proactively highlighted, the customer’s hesitation to buy is significantly reduced.<\/p>Making sales work easier with tools.<\/strong> We identified a need for physical reminders and reference materials that help salespeople bring up the topic naturally.<\/p>Deepening customer engagement.<\/strong> The best results are achieved when, instead of using technical jargon, we talk about genuine everyday safety and care.<\/p>Clarifying Communication.<\/strong> We gained valuable insights into how to streamline internal training and clarify product differences so that salespeople can be more successful in their work.<\/p>The end result was a valuable overview of the current situation and a concrete path forward that didn\u2019t get bogged down in finger-pointing, but instead offered operators an inspiring and clear path to turning in-store interactions into value for customers.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
\n\t\t\t\t\t\n\t\t\n\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t05<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\tNature of the collaboration: speed, brainstorming, no ready-made answers\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t\t\t\t\tVoitto\u2019s way of working stood out from other providers F-Secure had worked with in the past. The first clear difference was response time: messages were answered within minutes, not days, and the work progressed at a steady pace. Another difference was the approach: Voitto didn\u2019t bring ready-made models to the table, but instead collaborated closely with F-Secure throughout the entire process. <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
\n\t\t\t\t\t\n\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\tAlthough Voitto has truly extensive experience in various lines of business, we at\nnever felt that anything was being pushed on us. Openness, brainstorming, and\n\u2014specifically, working together to find a solution\u2014were at the heart of the process. <\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\tJussi Koskinen, Head of Service Provider Business, Finland and the Baltics, F-Secure\n\n<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\n\t\t\t\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t\t\t\t\tThis was also clearly evident during the review of the results and findings. Voitto always approached the findings with a positive and encouraging attitude. <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
\n\t\t\t\t\t\n\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\tYou didn't get bogged down by weaker performances in any way; on the contrary, your approach was encouraging and uplifting.\n<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\tJussi Koskinen, Head of Service Provider Business, Finland and the Baltics, F-Secure\n\n<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\n\t\t\t\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\n\t\t\t\t\t\n\t\t\n\t\t\n\t\t\t\t\n\t\t\t\t
The operator’s retail network was reviewed with a fresh perspective<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
100+<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t\t\t\t\tA partner carrier sells F-Secure products worldwide<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t6 weeks<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t\t\t\t\tThe study was directly linked to the spring business development program<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t\n\t\t\t\t\tSource: F-Secure and Voitto Group, Customer Insight Project 2026. Figures provided by F-Secure. \n<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\n\t\t\t\t\t\n\t\t\n\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t01<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\tStarting point: The market leader wanted a fresh perspective\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t\t\t\t\tF-Secure is a global cybersecurity company whose consumer product protects millions of users through more than 100 carrier partners around the world. In Finland, the company is the clear market leader in consumer cybersecurity, and its product is sold largely under the operators\u2019 own brands. Jussi Koskinen leads F-Secure\u2019s operator business in Finland and the Baltics. <\/p>
In early 2026, F-Secure wanted to update its understanding of how sales representatives at its carrier partners were demonstrating and selling F-Secure\u2019s cybersecurity product in stores. It had been some time since the previous similar study, and this time the approach was different: F-Secure wanted a partner who did not have extensive experience in cybersecurity.<\/strong> <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\n\t\t\t\t\t\n\t\t\n\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t02<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\tGoal: An up-to-date overview of the situation\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t\t\t\t\tF-Secure\u2019s goal was twofold. First, the company wanted to assess the level of sales staff expertise in stores\u2014specifically, how F-Secure\u2019s cybersecurity products are presented and how the sales process is structured. Second, the goal was to create a basis for comparison with a mystery shopping study conducted the previous year, so that trends in development would be visible. <\/p>
F-Secure solicited bids from several vendors and deliberately chose Voitto, which did not have extensive experience in the information security field. This was a strategic decision. <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
\n\t\t\t\t\t\n\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\tWe wanted a partner with fresh perspectives. In addition, our goal was to carry out the\nproject with people who had no emotional attachment or\nexperience with information security. This way, all feedback would be as\nunbiased as possible, and this turned out to be the right choice. <\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\tJussi Koskinen, Head of Service Provider Business, Finland and the Baltics, F-Secure\n\n<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\n\t\t\t\t\t\n\t\t\n\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t03<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\tApproach: without any preconceptions, straight to the store\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t\t\t\t\tVoitto Group designed a new type of mystery shopping process, in which selected stores operated by the operators were evaluated in accordance with the mystery shopping concept. The focus of the study was not merely on generating data, but on obtaining a practical picture of what actually happens in a store when a customer asks about data security.<\/strong> <\/p>The starting point was that the researchers were unfamiliar with F-Secure\u2019s product and had no experience with the information security purchasing process. This made it possible to identify issues that an industry professional might not necessarily notice. <\/p>
The mystery shopping project lasted a total of eight weeks. The project proceeded as follows: <\/p>
Weeks 1 and 2.<\/strong> Process design, questionnaire framework, and a comparison with previous research.<\/p>Weeks 3, 4, and 5.<\/strong> Store visits across the networks of three carriers.<\/p>Weeks 6 and 7.<\/strong> Summary and concrete proposals for development.<\/p>Week 8.<\/strong> Termination of contracts with operator partners.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\n\t\t\t\t\t\n\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\tThe response time was lightning-fast. For us, it was like a refreshing breath of dynamic, fast-paced action. \n<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\tJussi Koskinen, Head of Service Provider Business, Finland and the Baltics, F-Secure\n\n<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\n\t\t\t\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\n\t\t\t\t\t\n\t\t\n\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t04<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\tResults: Insights That Support Growth\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t\t\t\t\tOne particularly positive aspect was that the study did not focus on finding flaws, but rather opened F-Secure\u2019s and the operators\u2019 eyes to the hidden potential waiting to be tapped in retail stores. The results showed that cybersecurity is about much more than just a technical add-on\u2014it\u2019s a significant part of the customer experience\u2014and they provided concrete tools for boosting sales. <\/p>
These findings led to four significant steps forward.<\/p>
Making shopping easier.<\/strong> When clear prices are proactively highlighted, the customer’s hesitation to buy is significantly reduced.<\/p>Making sales work easier with tools.<\/strong> We identified a need for physical reminders and reference materials that help salespeople bring up the topic naturally.<\/p>Deepening customer engagement.<\/strong> The best results are achieved when, instead of using technical jargon, we talk about genuine everyday safety and care.<\/p>Clarifying Communication.<\/strong> We gained valuable insights into how to streamline internal training and clarify product differences so that salespeople can be more successful in their work.<\/p>The end result was a valuable overview of the current situation and a concrete path forward that didn\u2019t get bogged down in finger-pointing, but instead offered operators an inspiring and clear path to turning in-store interactions into value for customers.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
\n\t\t\t\t\t\n\t\t\n\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t05<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\tNature of the collaboration: speed, brainstorming, no ready-made answers\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t\t\t\t\tVoitto\u2019s way of working stood out from other providers F-Secure had worked with in the past. The first clear difference was response time: messages were answered within minutes, not days, and the work progressed at a steady pace. Another difference was the approach: Voitto didn\u2019t bring ready-made models to the table, but instead collaborated closely with F-Secure throughout the entire process. <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
\n\t\t\t\t\t\n\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\tAlthough Voitto has truly extensive experience in various lines of business, we at\nnever felt that anything was being pushed on us. Openness, brainstorming, and\n\u2014specifically, working together to find a solution\u2014were at the heart of the process. <\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\tJussi Koskinen, Head of Service Provider Business, Finland and the Baltics, F-Secure\n\n<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\n\t\t\t\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t\t\t\t\tThis was also clearly evident during the review of the results and findings. Voitto always approached the findings with a positive and encouraging attitude. <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
\n\t\t\t\t\t\n\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\tYou didn't get bogged down by weaker performances in any way; on the contrary, your approach was encouraging and uplifting.\n<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\tJussi Koskinen, Head of Service Provider Business, Finland and the Baltics, F-Secure\n\n<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\n\t\t\t\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\n\t\t\t\t\t\n\t\t\n\t\t\n\t\t\t\t\n\t\t\t\t
A partner carrier sells F-Secure products worldwide<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
6 weeks<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t\t\t\t\tThe study was directly linked to the spring business development program<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t\n\t\t\t\t\tSource: F-Secure and Voitto Group, Customer Insight Project 2026. Figures provided by F-Secure. \n<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\n\t\t\t\t\t\n\t\t\n\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t01<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\tStarting point: The market leader wanted a fresh perspective\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t\t\t\t\tF-Secure is a global cybersecurity company whose consumer product protects millions of users through more than 100 carrier partners around the world. In Finland, the company is the clear market leader in consumer cybersecurity, and its product is sold largely under the operators\u2019 own brands. Jussi Koskinen leads F-Secure\u2019s operator business in Finland and the Baltics. <\/p>
In early 2026, F-Secure wanted to update its understanding of how sales representatives at its carrier partners were demonstrating and selling F-Secure\u2019s cybersecurity product in stores. It had been some time since the previous similar study, and this time the approach was different: F-Secure wanted a partner who did not have extensive experience in cybersecurity.<\/strong> <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\n\t\t\t\t\t\n\t\t\n\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t02<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\tGoal: An up-to-date overview of the situation\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t\t\t\t\tF-Secure\u2019s goal was twofold. First, the company wanted to assess the level of sales staff expertise in stores\u2014specifically, how F-Secure\u2019s cybersecurity products are presented and how the sales process is structured. Second, the goal was to create a basis for comparison with a mystery shopping study conducted the previous year, so that trends in development would be visible. <\/p>
F-Secure solicited bids from several vendors and deliberately chose Voitto, which did not have extensive experience in the information security field. This was a strategic decision. <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
\n\t\t\t\t\t\n\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\tWe wanted a partner with fresh perspectives. In addition, our goal was to carry out the\nproject with people who had no emotional attachment or\nexperience with information security. This way, all feedback would be as\nunbiased as possible, and this turned out to be the right choice. <\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\tJussi Koskinen, Head of Service Provider Business, Finland and the Baltics, F-Secure\n\n<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\n\t\t\t\t\t\n\t\t\n\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t03<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\tApproach: without any preconceptions, straight to the store\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t\t\t\t\tVoitto Group designed a new type of mystery shopping process, in which selected stores operated by the operators were evaluated in accordance with the mystery shopping concept. The focus of the study was not merely on generating data, but on obtaining a practical picture of what actually happens in a store when a customer asks about data security.<\/strong> <\/p>The starting point was that the researchers were unfamiliar with F-Secure\u2019s product and had no experience with the information security purchasing process. This made it possible to identify issues that an industry professional might not necessarily notice. <\/p>
The mystery shopping project lasted a total of eight weeks. The project proceeded as follows: <\/p>
Weeks 1 and 2.<\/strong> Process design, questionnaire framework, and a comparison with previous research.<\/p>Weeks 3, 4, and 5.<\/strong> Store visits across the networks of three carriers.<\/p>Weeks 6 and 7.<\/strong> Summary and concrete proposals for development.<\/p>Week 8.<\/strong> Termination of contracts with operator partners.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\n\t\t\t\t\t\n\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\tThe response time was lightning-fast. For us, it was like a refreshing breath of dynamic, fast-paced action. \n<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\tJussi Koskinen, Head of Service Provider Business, Finland and the Baltics, F-Secure\n\n<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\n\t\t\t\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\n\t\t\t\t\t\n\t\t\n\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t04<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\tResults: Insights That Support Growth\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t\t\t\t\tOne particularly positive aspect was that the study did not focus on finding flaws, but rather opened F-Secure\u2019s and the operators\u2019 eyes to the hidden potential waiting to be tapped in retail stores. The results showed that cybersecurity is about much more than just a technical add-on\u2014it\u2019s a significant part of the customer experience\u2014and they provided concrete tools for boosting sales. <\/p>
These findings led to four significant steps forward.<\/p>
Making shopping easier.<\/strong> When clear prices are proactively highlighted, the customer’s hesitation to buy is significantly reduced.<\/p>Making sales work easier with tools.<\/strong> We identified a need for physical reminders and reference materials that help salespeople bring up the topic naturally.<\/p>Deepening customer engagement.<\/strong> The best results are achieved when, instead of using technical jargon, we talk about genuine everyday safety and care.<\/p>Clarifying Communication.<\/strong> We gained valuable insights into how to streamline internal training and clarify product differences so that salespeople can be more successful in their work.<\/p>The end result was a valuable overview of the current situation and a concrete path forward that didn\u2019t get bogged down in finger-pointing, but instead offered operators an inspiring and clear path to turning in-store interactions into value for customers.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
\n\t\t\t\t\t\n\t\t\n\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t05<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\tNature of the collaboration: speed, brainstorming, no ready-made answers\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t\t\t\t\tVoitto\u2019s way of working stood out from other providers F-Secure had worked with in the past. The first clear difference was response time: messages were answered within minutes, not days, and the work progressed at a steady pace. Another difference was the approach: Voitto didn\u2019t bring ready-made models to the table, but instead collaborated closely with F-Secure throughout the entire process. <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
\n\t\t\t\t\t\n\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\tAlthough Voitto has truly extensive experience in various lines of business, we at\nnever felt that anything was being pushed on us. Openness, brainstorming, and\n\u2014specifically, working together to find a solution\u2014were at the heart of the process. <\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\tJussi Koskinen, Head of Service Provider Business, Finland and the Baltics, F-Secure\n\n<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\n\t\t\t\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t\t\t\t\tThis was also clearly evident during the review of the results and findings. Voitto always approached the findings with a positive and encouraging attitude. <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
\n\t\t\t\t\t\n\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\tYou didn't get bogged down by weaker performances in any way; on the contrary, your approach was encouraging and uplifting.\n<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\tJussi Koskinen, Head of Service Provider Business, Finland and the Baltics, F-Secure\n\n<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\n\t\t\t\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\n\t\t\t\t\t\n\t\t\n\t\t\n\t\t\t\t\n\t\t\t\t
The study was directly linked to the spring business development program<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
Starting point: The market leader wanted a fresh perspective\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t\t\t\t\tF-Secure is a global cybersecurity company whose consumer product protects millions of users through more than 100 carrier partners around the world. In Finland, the company is the clear market leader in consumer cybersecurity, and its product is sold largely under the operators\u2019 own brands. Jussi Koskinen leads F-Secure\u2019s operator business in Finland and the Baltics. <\/p>
In early 2026, F-Secure wanted to update its understanding of how sales representatives at its carrier partners were demonstrating and selling F-Secure\u2019s cybersecurity product in stores. It had been some time since the previous similar study, and this time the approach was different: F-Secure wanted a partner who did not have extensive experience in cybersecurity.<\/strong> <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\n\t\t\t\t\t\n\t\t\n\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t02<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\tGoal: An up-to-date overview of the situation\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t\t\t\t\tF-Secure\u2019s goal was twofold. First, the company wanted to assess the level of sales staff expertise in stores\u2014specifically, how F-Secure\u2019s cybersecurity products are presented and how the sales process is structured. Second, the goal was to create a basis for comparison with a mystery shopping study conducted the previous year, so that trends in development would be visible. <\/p>
F-Secure solicited bids from several vendors and deliberately chose Voitto, which did not have extensive experience in the information security field. This was a strategic decision. <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
\n\t\t\t\t\t\n\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\tWe wanted a partner with fresh perspectives. In addition, our goal was to carry out the\nproject with people who had no emotional attachment or\nexperience with information security. This way, all feedback would be as\nunbiased as possible, and this turned out to be the right choice. <\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\tJussi Koskinen, Head of Service Provider Business, Finland and the Baltics, F-Secure\n\n<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\n\t\t\t\t\t\n\t\t\n\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t03<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\tApproach: without any preconceptions, straight to the store\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t\t\t\t\tVoitto Group designed a new type of mystery shopping process, in which selected stores operated by the operators were evaluated in accordance with the mystery shopping concept. The focus of the study was not merely on generating data, but on obtaining a practical picture of what actually happens in a store when a customer asks about data security.<\/strong> <\/p>The starting point was that the researchers were unfamiliar with F-Secure\u2019s product and had no experience with the information security purchasing process. This made it possible to identify issues that an industry professional might not necessarily notice. <\/p>
The mystery shopping project lasted a total of eight weeks. The project proceeded as follows: <\/p>
Weeks 1 and 2.<\/strong> Process design, questionnaire framework, and a comparison with previous research.<\/p>Weeks 3, 4, and 5.<\/strong> Store visits across the networks of three carriers.<\/p>Weeks 6 and 7.<\/strong> Summary and concrete proposals for development.<\/p>Week 8.<\/strong> Termination of contracts with operator partners.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\n\t\t\t\t\t\n\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\tThe response time was lightning-fast. For us, it was like a refreshing breath of dynamic, fast-paced action. \n<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\tJussi Koskinen, Head of Service Provider Business, Finland and the Baltics, F-Secure\n\n<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\n\t\t\t\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\n\t\t\t\t\t\n\t\t\n\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t04<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\tResults: Insights That Support Growth\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t\t\t\t\tOne particularly positive aspect was that the study did not focus on finding flaws, but rather opened F-Secure\u2019s and the operators\u2019 eyes to the hidden potential waiting to be tapped in retail stores. The results showed that cybersecurity is about much more than just a technical add-on\u2014it\u2019s a significant part of the customer experience\u2014and they provided concrete tools for boosting sales. <\/p>
These findings led to four significant steps forward.<\/p>
Making shopping easier.<\/strong> When clear prices are proactively highlighted, the customer’s hesitation to buy is significantly reduced.<\/p>Making sales work easier with tools.<\/strong> We identified a need for physical reminders and reference materials that help salespeople bring up the topic naturally.<\/p>Deepening customer engagement.<\/strong> The best results are achieved when, instead of using technical jargon, we talk about genuine everyday safety and care.<\/p>Clarifying Communication.<\/strong> We gained valuable insights into how to streamline internal training and clarify product differences so that salespeople can be more successful in their work.<\/p>The end result was a valuable overview of the current situation and a concrete path forward that didn\u2019t get bogged down in finger-pointing, but instead offered operators an inspiring and clear path to turning in-store interactions into value for customers.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
\n\t\t\t\t\t\n\t\t\n\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t05<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\tNature of the collaboration: speed, brainstorming, no ready-made answers\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t\t\t\t\tVoitto\u2019s way of working stood out from other providers F-Secure had worked with in the past. The first clear difference was response time: messages were answered within minutes, not days, and the work progressed at a steady pace. Another difference was the approach: Voitto didn\u2019t bring ready-made models to the table, but instead collaborated closely with F-Secure throughout the entire process. <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
\n\t\t\t\t\t\n\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\tAlthough Voitto has truly extensive experience in various lines of business, we at\nnever felt that anything was being pushed on us. Openness, brainstorming, and\n\u2014specifically, working together to find a solution\u2014were at the heart of the process. <\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\tJussi Koskinen, Head of Service Provider Business, Finland and the Baltics, F-Secure\n\n<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\n\t\t\t\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t\t\t\t\tThis was also clearly evident during the review of the results and findings. Voitto always approached the findings with a positive and encouraging attitude. <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
\n\t\t\t\t\t\n\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\tYou didn't get bogged down by weaker performances in any way; on the contrary, your approach was encouraging and uplifting.\n<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\tJussi Koskinen, Head of Service Provider Business, Finland and the Baltics, F-Secure\n\n<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\n\t\t\t\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\n\t\t\t\t\t\n\t\t\n\t\t\n\t\t\t\t\n\t\t\t\t
F-Secure is a global cybersecurity company whose consumer product protects millions of users through more than 100 carrier partners around the world. In Finland, the company is the clear market leader in consumer cybersecurity, and its product is sold largely under the operators\u2019 own brands. Jussi Koskinen leads F-Secure\u2019s operator business in Finland and the Baltics. <\/p>
In early 2026, F-Secure wanted to update its understanding of how sales representatives at its carrier partners were demonstrating and selling F-Secure\u2019s cybersecurity product in stores. It had been some time since the previous similar study, and this time the approach was different: F-Secure wanted a partner who did not have extensive experience in cybersecurity.<\/strong> <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t F-Secure\u2019s goal was twofold. First, the company wanted to assess the level of sales staff expertise in stores\u2014specifically, how F-Secure\u2019s cybersecurity products are presented and how the sales process is structured. Second, the goal was to create a basis for comparison with a mystery shopping study conducted the previous year, so that trends in development would be visible. <\/p> F-Secure solicited bids from several vendors and deliberately chose Voitto, which did not have extensive experience in the information security field. This was a strategic decision. <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t Voitto Group designed a new type of mystery shopping process, in which selected stores operated by the operators were evaluated in accordance with the mystery shopping concept. The focus of the study was not merely on generating data, but on obtaining a practical picture of what actually happens in a store when a customer asks about data security.<\/strong> <\/p> The starting point was that the researchers were unfamiliar with F-Secure\u2019s product and had no experience with the information security purchasing process. This made it possible to identify issues that an industry professional might not necessarily notice. <\/p> The mystery shopping project lasted a total of eight weeks. The project proceeded as follows: <\/p> Weeks 1 and 2.<\/strong> Process design, questionnaire framework, and a comparison with previous research.<\/p> Weeks 3, 4, and 5.<\/strong> Store visits across the networks of three carriers.<\/p> Weeks 6 and 7.<\/strong> Summary and concrete proposals for development.<\/p> Week 8.<\/strong> Termination of contracts with operator partners.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t One particularly positive aspect was that the study did not focus on finding flaws, but rather opened F-Secure\u2019s and the operators\u2019 eyes to the hidden potential waiting to be tapped in retail stores. The results showed that cybersecurity is about much more than just a technical add-on\u2014it\u2019s a significant part of the customer experience\u2014and they provided concrete tools for boosting sales. <\/p> These findings led to four significant steps forward.<\/p> Making shopping easier.<\/strong> When clear prices are proactively highlighted, the customer’s hesitation to buy is significantly reduced.<\/p> Making sales work easier with tools.<\/strong> We identified a need for physical reminders and reference materials that help salespeople bring up the topic naturally.<\/p> Deepening customer engagement.<\/strong> The best results are achieved when, instead of using technical jargon, we talk about genuine everyday safety and care.<\/p> Clarifying Communication.<\/strong> We gained valuable insights into how to streamline internal training and clarify product differences so that salespeople can be more successful in their work.<\/p> The end result was a valuable overview of the current situation and a concrete path forward that didn\u2019t get bogged down in finger-pointing, but instead offered operators an inspiring and clear path to turning in-store interactions into value for customers.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t Voitto\u2019s way of working stood out from other providers F-Secure had worked with in the past. The first clear difference was response time: messages were answered within minutes, not days, and the work progressed at a steady pace. Another difference was the approach: Voitto didn\u2019t bring ready-made models to the table, but instead collaborated closely with F-Secure throughout the entire process. <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t This was also clearly evident during the review of the results and findings. Voitto always approached the findings with a positive and encouraging attitude. <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\tGoal: An up-to-date overview of the situation\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
We wanted a partner with fresh perspectives. In addition, our goal was to carry out the\nproject with people who had no emotional attachment or\nexperience with information security. This way, all feedback would be as\nunbiased as possible, and this turned out to be the right choice. <\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
Approach: without any preconceptions, straight to the store\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
The response time was lightning-fast. For us, it was like a refreshing breath of dynamic, fast-paced action. \n<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\tResults: Insights That Support Growth\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
Nature of the collaboration: speed, brainstorming, no ready-made answers\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
Although Voitto has truly extensive experience in various lines of business, we at\nnever felt that anything was being pushed on us. Openness, brainstorming, and\n\u2014specifically, working together to find a solution\u2014were at the heart of the process. <\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
You didn't get bogged down by weaker performances in any way; on the contrary, your approach was encouraging and uplifting.\n<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t