Illustrative engagement. A representative scenario showing how we approach this kind of work in creative services. It does not describe a specific client; outcomes are described qualitatively.
Industry overview
What is shaping creative services
Design studios and creative agencies need evidence that their work performs, insight into their clients and research that helps them win pitches.
- Clients ask for proof that creative work performs
- Client relationships drive repeat business
- Talent is the main asset
Client background
An illustration collective, working in Europe & North America. This is an illustrative engagement: a representative scenario showing how we approach this kind of work, not a named client project.
- Organisation
- An illustration collective
- Sector
- Creative services
- Team engaged
- Market Research
- Services
- Market sizing and competitive intelligence, Business panel, Online surveys
Client challenge
The collective wanted to license its library to publishers and brands but did not know which buyers to approach first.
Research objectives
- Deliver on the brief: sizing the market for licensed illustration.
- Understand the views, needs and behaviour of buyers.
- Produce results that can be compared across groups and locations.
- Give the client evidence it can act on within 6 weeks.
Target audience
The work focused on 400 buyers.
- buyers400
Audiences we typically reach in creative services
Agency clientsTarget audiences for creative workCreative teamsProspectsFreelancers
Geographic coverage
Coverage: Europe & North America. Markets: United Kingdom, Germany and United States.
- United Kingdom
- Germany
- United States
Research methodology
A structured analytical design combining desk research, modelling and primary evidence.
- 1Brief
- 2Buyer survey
- 3Desk research
- 4Insight
We surveyed art buyers at publishers, agencies and brands about licensing needs and budgets, combined with desk research on licensing platforms.
Market sizing and competitive intelligenceBusiness panelOnline surveys
Sampling strategy
- buyers
- 400
- Business respondents were screened on role, company size and involvement in the decision before being invited.
- Online respondents were drawn from verified panel members who matched the screening criteria, with quotas on key profile attributes.
Data collection
- The online survey was mobile-friendly and offered in respondents' languages.
- Secondary sources and client data were compiled and cross-checked before modelling.
Data quality & validation
- Digital fingerprinting and duplicate checks
- Attention, speed and straight-lining checks
- Review of open-ended answers
- Logic and range checks on the final data
- Work carried out under our ISO 20252 quality procedures
Data analysis
- Cross-tabulation by key groups and locations
- Significance testing on the differences that mattered
- Market model built from secondary data and primary evidence
Key findings
- Educational publishers emerged as the most accessible segment.
Start where the need is clearest and the purchase simplest.
Recommendations
- Build on the core insight: start where the need is clearest and the purchase simplest.
- Focus effort where the evidence was strongest: educational publishers emerged as the most accessible segment.
- Re-measure after the changes to confirm the effect.
Business impact
- The collective focused its first outreach there.
What changed in the business as a result of the work. Impact is described qualitatively.
Deliverables & next steps
- Cleaned data file and data tables
- Repeat the measure after changes are in place to track progress.
- A natural follow-on question: does this creative work with the audience?