VISUALGPS
OVERVIEW & MY ROLE
Getty Images VisualGPS is a data-driven research and insights platform designed to help brands, marketers, and creatives stay ahead of shifting consumer sentiment and visual trends. To power this initiative, Getty Images partnered with MarketCast to conduct extensive, ongoing consumer research to track how attitudes, behaviors, and preferences evolve over time.
As part of the MarketCast team, I contributed to the VisualGPS research program across three waves of data collection over two years. My work spanned the full research lifecycle — from survey design and sampling methodology through data processing, analysis, and insight delivery — helping translate large-scale consumer data into the actionable findings that inform Getty Images' content strategy and creative direction.
RESEARCH
Spring 2024: Beauty & Personal Care
The beauty and personal care industry is undergoing a transformation, expanding its audience beyond traditional demographics to include men, and broadening its scope to intersect with health and wellness. This wave explored how these shifts emerge in consumer attitudes and what they mean for brands seeking to connect with their audience in an evolving category.
The VisualGPS research program operates at the intersection of brand tracking and custom research, maintaining longitudinal consistency across waves while evolving focal areas to reflect emerging consumer trends. Each wave required close collaboration with stakeholders across Getty Images' creative, marketing, and product teams, aligning competing priorities and translating diverse business objectives into a cohesive survey instrument designed for cultural applicability across 18 global markets.
During my tenure, key research themes included Technology & AI, Finance, Healthcare & Wellness, CPG, Travel, Sustainability, and DEI. Analysis involved weeks of diving into expansive datasets — examining how consumer attitudes, perceptions, and behaviors shifted over time and varied across markets and demographic groups like age and gender — to surface nuanced insights and strategic recommendations on how brands can authentically reach their target audiences.
Findings were brought to life through carefully crafted visualizations and story-driven narratives, tying individual focal areas into a single, integrated picture of the evolving consumer landscape.
IMPACT
VisualGPS research has informed Getty Images' content strategy, guided brand and marketing decisions for clients across industries, and earned coverage from global media outlets — on topics ranging from consumer attitudes toward AI-generated imagery, to how different generations engage with travel content, to how sustainability messaging resonates across global markets.
Explore the VisualGPS platform and reports powered by MarketCast insights: gettyimages.com/visualgps
BEYOND GETTY: OTHER CLIENTS SERVED
My work at MarketCast extends across industries including...
Apparel & Retail
Media &
Entertainment
Public Sector
Automotive