As demand for headshots continues to grow—fueled by remote work, LinkedIn updates, and personal branding—photographers are asking: what do clients really want? Our latest consumer research study helps answer these questions.

This recent research study by PPA surveyed 443 working professionals with household incomes over $75K who hired a photographer in the past three years, and gives tons of insights into client behavior, motivations, and expectations.

This information can provide guidance when it comes to tailoring your offerings and client experience. To give you a sneak peak, we’ve pulled out some of the key insights from the report, but if you’re really looking to fine-tune your services, head over to our research page to read the whole report. 

We’ve pulled out some key highlights here—but trust us, this research runs deep. Photographers looking to fine-tune their services, pricing, or marketing should read the full report.

Headshots Are a Career Investment—Not Just a Photo

Today’s clients see headshots as strategic tools for career growth and personal branding. With an average budget of $1,540 and an average spend of $1,866, consumers are clearly willing to invest—especially when the experience and final product feel worth it.

Takeaway: Frame your headshot services as a professional upgrade, not just a portrait session.

Style Preferences: Polished But Not Stiff

Headshot clients overwhelmingly gravitate toward a “mostly formal, with a bit of personality” look—clean backgrounds, flattering lighting, and wardrobe choices that feel professional without being rigid.

Takeaway: Offer clients flexible styling that combines approachability with polish. Think balance: classic composition with room for personality.

Clients Want Transparency & Professionalism

Price isn’t the only factor—just one of many. In fact, 78% of clients said the style of photography and strong client reviews were more important than cost alone. Transparent pricing also builds trust: 90% of clients said their final cost matched expectations.

Takeaway: Clearly communicate your value and pricing. Show the experience and results you provide—not just your rates.

There’s Much More to Discover

This is just a preview of what the full study offers. The complete report includes detailed breakdowns of session trends, purchase behaviors, client emotions, and more—plus real quotes from consumers sharing what mattered most in their experience.

Whether you’re a seasoned pro or branching into headshots for the first time, this research is your roadmap to deeper understanding and smarter growth.

Read the full professional headshot photography report now.