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

Image for Entertainment Pen Portrait

Entertainment Pen Portrait

Image for Expression Pen Portrait

Expression Pen Portrait

Image for Perspective Pen Portrait

Perspective Pen Portrait

Image for Stimulation Pen Portrait

Stimulation Pen Portrait

Image for Release Pen Portrait

Release Pen Portrait

Image for Affirmation Pen Portrait

Affirmation Pen Portrait

Image for Essence Pen Portrait

Essence Pen Portrait

Image for Octagon Theatre: Bringing the brand to life

Octagon Theatre: Bringing the brand to life

Image for Royal Northern College of Music

Royal Northern College of Music

Image for The Shakespeare Birthplace Trust

The Shakespeare Birthplace Trust

Image for Auckland Art Gallery Toi o Tāmaki

Auckland Art Gallery Toi o Tāmaki

Designed and developed by Human & TYPOCOM in partnership