The Barbican Centre

The Barbican Centre is Europe's largest multi-arts and conference venue presenting a diverse range of art, music, theatre, dance, film and creative learning events.

The Barbican Centre originally commissioned Morris Hargreaves McIntyre to undertake a segmentation study of its current audience. These segments have given the Barbican detailed and granular understanding of their existing audiences.

 The Barbican is now using Culture Segments to understand where they and their audiences sit within the wider market and to identify opportunities for growth.  We worked with staff teams to identify priority Culture Segments for development and to build strategies around their needs and motivations.

Visit the Barbican's website

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