Segmentation in action

Segmentation in action

The Natural History Museum’s programme — Audience Focus — sharpened their act and allowed the museum to better understand their audiences and their market share. This article was first published in JAM (issue 34 / April 2009).

Article snippet

Cultured Pleasure Seekers
Typically defined as students and young professionals making the most of life. They are active and sociable with a hedonistic streak and have a clear interest in the arts and culture.
Learned Liberals
Typically defined as middle-aged ‘culture vultures’ who are either independent adults or parents who have slightly older children. They are cultured, liberal, socially aware and strong-minded. They are spiritual, adventurous and like to be challenged.

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Audience Behaviour