Increasing range of motion
After completely revamping their professional video applications to consolidate market position among video pro’s, Adobe wanted to explore new market segments for video and motion graphics. By studying creative professionals who used some video and motion graphics in their work but were not video specialists, we gave Adobe detailed, grounded ethnographic insights about how these professionals work, what tools they use and the value to them of dynamic media. We discovered very strong loyalty to Adobe applications, but also recognized this loyalty was based on a print model of work that was being actively superseded by a web model. Because the web model of work has not yet been fully defined, we offered Adobe product strategies for getting out in front and actively leading this trend. Although the study was not directly linked to Adobe’s acquisition of Macromedia, it provided clear independent validation of this move.