Culture Segments

Culture Segments is a powerful psychographic segmentation tool to help you better understand and engage with your attenders and non-attenders.

Used by performing arts venues, zoos, galleries, museums and heritage organisations of all sizes, it is driving audience and visitor development around the world.

Which segment are you?

Culture Segments provides a compelling shared language for understanding your audiences and visitors. It helps you target them more accurately, engage with them more deeply, build lasting relationships and maximise loyalty.

It’s more powerful than other segmentation systems because it’s sector-specific and because it’s based on people’s deep-seated values and beliefs. It gets to the heart of what motivates them.

It’s powered by the robust, international Audience Atlas dataset and draws upon almost two decades of cutting-edge practice.

Culture Segments is practical and affordable. You can read the segment pen portraits here for free. Or increase click through rates and return on investment with Culture Segments TagTool, which segments your audience database and allow you to include the Golden Questions in your own surveys.

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 understand your existing audiences and to reach out to new ones, you need Culture Segments.

Which segment are you?

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Enrichment

Image for Entertainment

Entertainment

Image for Expression

Expression

Image for Perspective

Perspective

Image for Stimulation

Stimulation

Image for Release

Release

Image for Affirmation

Affirmation

Image for Essence

Essence

Culture Segments TagTool

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Covid Audience Mindsets Survey

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Culture Segments and Covid Audience Mindsets

Using psychographics to change the demographic profile of your audience

Image for SS Great Britain's visitor experience

SS Great Britain's visitor experience

Designed and developed by Human & TYPOCOM in partnership