What is it?
#CultureSegments is the new international standard segmentation system for arts, culture and heritage organisations. From Sydney Opera House to the British Museum it’s driving audience development.
It provides a compelling, shared language and deep insight to understand audiences. It can help you to target people more accurately, engage them more deeply, and build lasting relationships.
Culture Segments is more powerful than other systems because it’s sector-specific and because it’s based on people’s deep-seated cultural values and their beliefs about the role that culture plays in their lives. It gets to the heart of what motivates them.
It’s powered by the robust, international Audience Atlas data set and draws upon a decade’s leading-edge practice helping our clients to truly understand and meet the needs of audiences for arts, culture and heritage.
Culture Segments is very practical and affordable. The basic system provides useful insight and is published free of charge. For a small fee, you can add Culture Segments to your audience surveys. A simple license allows you to profile every record in your audience database. We offer training to use Culture Segments in your programming and product development, your services, your brand and your communications. Ultimately, we can build completely bespoke Culture Segment profiles for your organisation.
If you want to fully meet the needs of your existing audience and to reach out to new audiences, you need Culture Segments.
Which Segment are you?
Use our online tool to see which Culture Segment you are.
Download the Culture Segments guide and see the detailed descriptions of each segment...
Full-length Culture Segments booklet 2016 version.
A pen portrait of one of the 8 Culture Segments: Essence
A pen portrait of one of the 8 Culture Segments: Expression
A pen portrait of one of the 8 Culture Segments: Enrichment
A pen portrait of one of the 8 Culture Segments: Affirmation