Culture Segments

Culture Segments is the new international standard segmentation system for arts, culture and heritage organizations. From Sydney Opera House to the British Museum it’s driving audience development.

Which segment are you?

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 dataset 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 or 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 programing and product development, your services, your brand and your communications. Ultimately, we can build completely bespoke Culture Segment profiles for your organization.

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?

Image for Enrichment Pen Portrait

Enrichment Pen Portrait

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Entertainment Pen Portrait

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Expression Pen Portrait

OZ Arts Council Marketing Summit

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Perspective Pen Portrait

Image for Stimulation Pen Portrait

Stimulation Pen Portrait

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Release Pen Portrait

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Affirmation Pen Portrait

Image for Essence Pen Portrait

Essence Pen Portrait

Image for Grayson Perry: Culture Segments in action

Grayson Perry: Culture Segments in action

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The Rest Is Noise

Nature and Heritage Sites and Botanic Gardens

Image for Audience Atlas Malta

Audience Atlas Malta

Image for Octagon Theatre: Bringing the brand to life

Octagon Theatre: Bringing the brand to life

Image for Connecting Australians: the National Arts Participation Survey

Connecting Australians: the National Arts Participation Survey

Image for Jordan's market for culture revealed

Jordan's market for culture revealed

Designed and developed by Human & TYPOCOM in partnership