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...