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 and depth of creative content that we provide … [and] that our clients were buying.

“And we had a lot of assumptions around who is using those images, and why, and who is responding to those images, and why. But we really didn’t have any sort of validation behind that. So, what we wanted to do was understand, first of all, what our assumptions were, and understand what is really driving and underpinning that motivation behind why people are responding to images in certain ways.”