This document discusses consumer attitudes towards privacy and potential solutions in the privacy market. It finds that the privacy market is currently valued at $120B and growing at 15% annually. While consumers worry about their privacy online, most are willing to share some personal information if they understand how it will be used and have some control over it. The document evaluates potential privacy solutions for McAfee like dark web monitoring, encrypted browsing, and data access controls. It recommends validating demand and willingness to pay for these solutions before building minimum products to test and potentially launch at scale.