• Ethnographic research with graphic and web designers in Los Angeles, Chicago, and New York

• Describe the value of motion graphics and video to creative professionals working with multiple media

• More effectively define customer segments

• Recognize organizing principles behind the way creative and graphics design work is done

• Findings supported Adobe's acquisition of Macromedia and its Flash program

• Understand dynamic trends among customers driven by new web technologies

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to Adobe applications, but also recognized this loyalty was based on a print model of work that was being actively superseded by a web model.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.