NEW YORK: Getty Images, a provider of audiovisual content for the creative industries, has tapped the power of psychographics to gain a deeper view of consumer preferences regarding the photos available on its platform.

Tristen Norman, manager/creative insights and planning at Getty Images, discussed its use of psychographics at the Advertising Research Foundation’s (ARF) 2018 CONSUMERxSCIENCE conference in New York.

“What we really wanted to understand was who is choosing some Getty images,” she said. “We have such breadth and depth of creative content that we provide … [and] that our clients were buying.” (For more, read WARC’s in-depth report: How psychographics helped Getty Images sharpen its focus.)

The route to this information was an online personality test, designed in partnership with research firm Nielsen, that would allow the brand to understand respondents based on their attitudes, aspirations, and values.

More specifically, this non-incentivised survey asked a series of questions and, in each case, presented the person taking the poll with a selection of visuals before picking the option that best encapsulated their answer.

One such enquiry was “When things go wrong, where does your mind take you?” The corresponding picture options for participants were a calm lake, a jail cell, an atomic bomb exploding and a man pushing a huge rock up a hill.

“It was really able to give us a rich picture of how people are responding to images, interpreting images, what they like and what they don’t like,” Norman said of the study.

Approximately 60,000 people in 182 countries completed the survey. And Getty Images was, as one benefit, able to understand their preferences on a regional basis – an important insight for its business.

The results also enabled the company to understand the different perspectives of everyday consumers when compared with creative professionals, and provide feedback to content creators and the clients who buy this material.

“I sit within the creative team, and what we try to do is make sure that our contributors, our art directors that we work with, are briefed on what content they need to be shooting,” Norman said.

Sourced from WARC