Market segmentation is one of the most discussed topics in marketing. A rarely utilized data basis is the content-based analysis of digital images. Digital images are becoming increasingly important in today's society and are being disseminated more widely. This creates numerous new data points for market research, which can provide new insights. Against this backdrop, Ines Daniel explores whether photographs reflect the activities, opinions, and interests of their owners. She also examines whether and how photographs provided by participants can enhance data collection and analysis. The developed concept for photography-based lifestyle segmentation was validated through two empirical studies.