 |
 |
 |
|
 |
|
 |
|
 |
|
 |
|
 |
|
 |
 |
 |
 |
|
 |
|
 |
 |
|
|
Clients :
Adobe Systems, Inc.
An Ethnography of Technical Professionals’ Imaging Process Adobe Systems’ digital imaging software, while originally designed for Creative Pros, has found a natural place on the desktops of a wide spectrum of end users. From home users making improvements to their family images, to workplace communicators making simple improvements to images in their documents and presentations, Adobe’s software has found a niche among a number of unexpected user groups. Perhaps the most unexpected group of users is the technical professionals who use imaging software to analyze and interpret images and image data using the features and tools in Adobe’s best imaging software. Working closely with Adobe’s Digital Imaging product and marketing teams, Context designed a comprehensive ethnographic program that explored how a wide spectrum of technical professionals work with images and imaging tools in their daily workflow. The research focused on a vast group of technical professionals, from engineers to research scientists, to healthcare professionals, to architects, to other imaging technicians working in both private, public sector and educational organizations. Because of the occupational diversity of our participant sample, Context developed a phased research approach that included an Internet survey that screened and gathered user data from a large sample of users. We then conducted in-depth telephone interviews with the participants to assemble a comprehensive inventory of technical image use cases. From these 75 participants, we selected the most representative 18 participants for ethnographic field visits to their places of work for more in-depth interviewing, image observations and inventorying of their tools. 
In order to immerse Adobe product, marketing and engineering teams into the ethnographic findings, we led a one-day Context Workshop with key players from across the company. The outcome of the summit was the development of five GamePlan scenarios, put together by Adobe team members describing potential actions to better serve technical professionals. The ethnography was then validated using quantitative methods. The ultimate outcome of the project was the development of Adobe’s new product Photoshop CS3 Extended, their first product to have features specifically built for technical users.
|
|
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. |
Get Updates Sign up to receive email notifications when new information is available. |
| Copyright © 1999-2010
CONTEXT-BASED RESEARCH GROUP All material used herein cannot be used unless expressed permission granted by CONTEXT. Privacy Statement |
|