Close by Adobe delivers marketing insights, expertise, and inspiration for and by marketing leaders—all aimed at helping CMOs and senior marketers lead their brands in this new digital world. To help marketers stay informed and save time, features curated content from more than 150 leading sources, in addition to original content from thought leaders at Adobe and across the industry.

Adobe is the global leader in digital marketing and digital media solutions. To learn more about how Adobe helps marketers make, manage, measure, and monetize digital content across every channel and screen, visit:

Visit  Adobe Marketing Cloud

Welcome ,Sign Out

Insight/ General Management

The Promise of In-market Innovation

The history of consumer goods is littered with products that were carefully researched and trotted out for numerous focus groups to great enthusiasm — and that flopped when they hit the market. Traditional market research (chiefly, consumer surveys and interviews as well as sales data for related products) is not a particularly good predictor of success. Worse, it tends to thwart creativity.

Read full story »