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Adobe PS

Market Segmentation Analysis: Adobe Photoshop

  • Adobe - Group Project at UM
  • Team of 6
  • | 2 months (10/2017 – 12/2017)

This market research identified the target segments of Adobe Photoshop's campus users to maintain and expand their share in the image editing software market. We developed a survey and analyzed data using SPSS and advanced statistical techniques, such as factor and cluster analyses.

ROLE
Market Researcher
  • Conducted secondary research on the photo editing industry
  • Designed the survey with the team
  • Analyzed the data using SPSS and interpreted results with the team
  • Prepared the slides and final presentation

Background: Competitive and rapid change

In recent years, many more image editing apps- such as Instagram, Snapseed, VSCO, Foodie, Enlight and Prisma- have launched, which has made the market of easy-to-use, free photo editing applications more competitive. These applications are very popular among university students, especially due to their integration with social networking capabilities.

Due to the rapid introduction of products and brands, growing customer acceptance of products, rapid technology and process change, low barriers to entry in this industry, product differentiation is crucial for the company to grow.

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Business Decision Problems

  1. Which segmentation approaches and targeting strategies should Adobe Photoshop use for campus users to maintain and expand their share in the image editing software market?
  2. Who should be the target campus customers of Adobe Photoshop who are willing to purchase and use Adobe Photoshop in the future?
  3. What’s the overall experience with photo editing software with current? What to improve?

Research

How we got the insights

Research Questions

  • What’s the lifestyle, psychographic and demographic of photo editing users?
  • How they value different photo editing features and what’s experience using that?
  • What’s their willingness to pay and use Adobe Photoshop in the future?

Methodology

After conducting background secondary research, competitive analysis, we developed a survey and analyzed data using SPSS and advanced statistical techniques, such as factor and cluster analyses.

Challenges

Challenge #1: How to report the insignificant results?

Due to the study limitation (respondents were not as diverse nor as large, lifestyle and intent to pay questions), it’s hard to find significant value. How to report this? How to improve in the future?

💪 What did I/we do?

Still used the data to show the pattern, with a disclaimer to indicate the credibility or context, such as “while it’s not significant but there is an interesting pattern”, “our analysis best represents the attitudes of graduate level students of design.” In future, we ideally should run pilot test whenever possible.

Final Deliverables

Lifestyle-based analyses
  • 3 factors: Hobby, Community, and Technology.
  • 4 segments: Social Technophiles (22.1%), Social Photographers (37.2%), Disinterested People (17.4%), and Introvert Photographers (23.3%)
Benefit-based analyses
  • 3 factors: Quick edit & Social, Mixed-media, and Image adjustment
  • 4 segments: Mixed-media intermediate users (13.2%); Quick Edit Social Users (34.2%); Well-Rounded Users (43.4%) Image Augmenting Experimenters (9.2%)
3 Recommendations
  • Develop the market of Social Photographers with social features
  • Provide advanced photography support for Photographers
  • Improve ease of use and ease of learning for Mixed-media users

Reflection

What I've Learned

Lessons learned

  • Design the survey BACKWARDS: Think about the analysis methods before designing the survey questions, so that I can make the best use of data we collected and we ask the correct questions to help decision-making.

What I would do differently

  • Run pilot test on the lifestyle questions
  • Distribute the survey to broader audiences
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