In this paper, we present a new approach for the bi-axial characterization of in vitro human arteries and we prove its feasibility on an example. The specificity of the approach is that it can handle heterogeneous strain and stress distributions in arterial segments. From the full-field experimental data obtained in inflation/extension tests, an inverse approach, called the virtual fields method (VFM), is used for deriving the material parameters of the tested arterial segment. The obtained results are promising and the approach can effectively provide relevant values for the anisotropic hyperelastic properties of the tested sample.