How psychographics helped Getty Images sharpen its focus

Getty Images, a provider of images and videos for the creative industries, tapped the power of psychographics in order to better understand consumers and content alike.

The best market research gives a brand a much clearer picture of its customers.

For Getty Images – the Seattle, Washington-based provider of photos, videos and music for creative, business and media firms – the lens for securing this refreshed insight was an online survey drawing on psychographics, a methodological approach that categorizes people through understanding their attitudes, aspirations, preferences, and values.

“What we really wanted to understand was who is choosing some Getty images,” Tristen Norman manager/creative insights and planning at Getty, explained at the Advertising Research Foundation’s (ARF) 2018 CONSUMERxSCIENCE conference in New York. “We have such breadth...

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