|Dr. Sam Lindsey|
in-depth tour of how research at Adobe is being adapted and made scalable to
suit the demands of the innovation process.
disruptive’as opposed to incremental’innovation.
luxury cruise ship’slow, cumbersome, extravagant’a vessel decidedly ill-suited
for the sort of highly uncertain terrain germane to the disruptive innovation
variation that dramatically cuts costs and reduces the average research window from 3-5
months down to 1-2 weeks. It entails:
samples (crowdsourced panels)
tools (ex. UserTesting.com)
Among the more controversial elements of the presentation, Lindsey
discussed how Adobe is equipping its non-research employees to conduct their own research, themselves.
sample scripts, how-to’s, guides and tips’imparting the essentials from
drafting a recruit email to interviewing.
design and confidence in findings as needed.
to meet,’ said Lindsey, who anticipated some audience members might question
the wisdom of building an internal DIY army.
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 firstname.lastname@example.org. Follow him @mdrezz.