AMA Conference 2020

A new view of our audience

A new view of our audience

Case study about the The Place’s journey to grow and develop new audiences through psychographic segmentation. This article was first published in JAM (issue 47 / August 2012).

Article snippet

Segmentation was essential – we do not have resources for broadcast campaigns that stand out in our crowded market place – but one thing that our specialist programme has long made clear to us is that some mass-market segmentation techniques, based on demographics or buying history, for example, were  unlikely to be particularly informative. The fact that a given audience member lives in one part of London or booked for a certain show doesn’t make it noticeably more likely that their neighbours or fellow past bookers will attend in similar ways in the future. The motivations and values – what marketing theory terms ‘psychographic variables’ – of our audience may be more instructive.

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