Tag Archives: Adobe

Live from #TMRE14: How Adobe Streamlines Research for Disruptive Innovation

Dr. Sam Lindsey
Adobe’s Dr. Sam Lindsey, Research Manager, Market Insights, gave us an
in-depth tour of how research at Adobe is being adapted and made scalable to
suit the demands of the innovation process. 
Specifically, Lindsey works on
disruptive’as opposed to incremental’innovation.
Lindsey noted that innovation leaders tend to view research like a
luxury cruise ship’slow, cumbersome, extravagant’a vessel decidedly ill-suited
for the sort of highly uncertain terrain germane to the disruptive innovation
process.
He’s been working to change that perception with a speedboat
variation that dramatically cuts costs and reduces the average research window from 3-5
months down to 1-2 weeks. It entails:
-          Narrow,
hypothesis-based studies
-          New
samples (crowdsourced panels)
-          New
tools (ex. UserTesting.com)

Adobe is
training non-research employees to conduct their own research.

Among the more controversial elements of the presentation, Lindsey
discussed how Adobe is equipping its non-research employees to conduct their own research, themselves.

This includes a host of educational resources’best practices,
sample scripts, how-to’s, guides and tips’imparting the essentials from
drafting a recruit email to interviewing.
Lindsey and Adobe’s other research jocks advise on method, sample,
design and confidence in findings as needed.
‘The demand for this sort of research is too high for [our researchers]
to meet,’ said Lindsey, who anticipated some audience members might question
the wisdom of building an internal DIY army. 
‘They’re going to do research,
either way, so why not help them do it reasonably well’?

ABOUT THE AUTHOR
Marc Dresner is IIR USA’s sr. editor and special communication project lead. He is the former executive editor of Research Business Report, a confidential newsletter for the marketing research and consumer insights industry. He may be reached at mdresner@iirusa.com. Follow him @mdrezz.

Report: Mobile Technology is Transforming the Face of Creativity and Design

The New Creatives Report, a U.S. survey of more than 1,000 creative professionals and 500 students in creative disciplines, found that 77 per cent of creatives believe change within the industry is happening rapidly, with two-thirds expecting their role will be significantly different within three years.
Additionally, 87 percent of those who create mobile content believe doing so has had a positive impact on their work. ‘Creatives are going mobile, and this means a sea change for the creative process,’ said David Wadhwani, senior vice president and general manager, Digital Media Business Unit at Adobe.
While a third (36 percent) say they rely on pen and paper for brainstorming, 42 per cent say they use mobile to create content anywhere. Not to mention, 80 percent respondents believe they must learn new tools and techniques and three quarters say that creatives must now work across multiple mediums and disciplines.

According to Wadhwani, “Three in four creatives say that mobile is transforming the face of creativity and design. Nearly triple the number of creatives say they want to use a tablet for idea generation than those who are doing it today. It’s exciting to see that it isn’t only the opportunity to create content for mobile, but also the act of being mobile that these professionals are embracing.’

Check out the full report below: