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| Segmentation Deep Dive | Clients :
Adobe Systems, Inc.
An Ethnography of Creative Professionals In the past twenty years, Adobe Systems has developed a number of powerful software products (such as Photoshop, Illustrator, Acrobat...) that have transformed how creative pros, or graphic design professionals, design and produce advertising and marketing communications. In an effort to understand creative pros more holistically and examine their current segmentation model, Context designed a two-phased, ethnographic approach to bring Adobe marketing and product teams closer to the daily experience of their core customers. Context anthropologists led creative pro participants in one-on-one and dyad interviews using interactive mapping and projective techniques to gather deep insight into the creative pro ecosystem. Led by Context anthropologists, Adobe team members ventured into the creative pro workplace for customer field treks, gathering structured insight into customer motivations and product-use experience. Adobe team members brought their insights back to offices to share their insights with colleagues to bring a more customer-focused orientation into their daily work. The project culminated with a two-day Context Working Session with an ethnographic presentation of a new customer segmentation model generated by the research. Context facilitated a structured ideation session to bring out the best ideas and insights from the research and prioritize how Adobe should be communicating with this market in the coming years. |
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About Context Consumer Insights Context Consumer Insights provides a lens into consumer behavior based on our ethnographic research. This year, we cover the Grounded Consumer. We will identify key pieces that comprise this insight, illustrate examples from the marketplace and offer recommendations on what to do with this information from a marketing and product development standpoint. Sign up here to get notified when new information is available. |
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