What is it? Culture Segments is a new, sector-specific segmentation system for culture and heritage organisations. The system is powered by data from Audience Atlas UK, and draws upon a decade’s leading-edge practice helping our clients to truly understand and meet the needs of audiences for arts and heritage.
What is it for? The principal objective of Culture Segments is to provide the sector with a shared language for understanding the audience with a view to targeting them more accurately, engaging them more deeply, and building lasting relationships.
How does it do it? Culture Segments is designed to be more subtle, granular and sophisticated than existing segmentation systems. This is because it is based on people’s cultural values and motivations. These cultural values define the person and frame their attitudes, lifestyle choices and behaviour.
How can it be used? The segments are distinguished from one another by deeply-held beliefs about the role that art and culture play in their lives, enabling you to get to the heart of what motivates them and develop strategies to engage them more deeply.