Segmentation for Southbank Centre
The Southbank Centre is the largest single-run arts centre in the world, delivering a year-round programme of festivals, performances and events across a wide range of art forms. The organisation gathers a wealth of data about its many patrons through the Tessitura Box Office system.
Morris Hargreaves McIntyre were commissioned to undertake a segmentation study to provide the organisation with a more holistic view of its audiences, encourage greater risk-taking and artform crossover within the programme, deepen relationships with the organisation and, ultimately, to generate increased ticket sales.
An Audience Builder analysis was conducted to understand visitor frequency across the different sites and artforms, followed by a large-scale online survey with bookers and building users. The result was a bespoke audience segmentation system based on audience’s attitudes towards the arts and their relationship with the Southbank Centre. We provided the Southbank Centre with detailed pen portraits defining and describing each of the audience segments identified.
The segmentation system is being widely disseminated providing insight into the target audiences and informing the development of programming, marketing and customer service activities throughout the organisation.