Culture Segments is a powerful psychographic segmentation tool developed by Morris Hargreaves McIntyre. It helps you better understand and engage with your attenders and non-attenders. It fuels the engagement strategies of hundreds of performing arts venues, zoos, galleries, museums and heritage organisations worldwide.

In his final thought-piece on Culture in Lockdown Andrew McIntyre shares Covid Audience Mindsets, a crucial new model that maps, illuminates and segments your post-lockdown audiences.

Morris Hargreaves McIntyre (MHM) take us through how they helped one of London’s newest cultural attractions, The Postal Museum, develop audiences for a new and untested concept.

This research undertaken in 2011 by Morris Hargreaves McIntyre on behalf of Creative New Zealand, uses two sector specific products Audience Atlas and Culture Segments to identify and understand arts, culture and heritage audiences in New Zealand. The research is designed to help arts, culture and heritage organisations to target, reach and engage with new audiences and meet ... Read more

The Wildfowl & Wetlands Trust (WWT) is one of the world’s largest and most respected wetland conservation organisations working globally to safeguard and improve wetlands for wildlife and people. The work of WWT is supported by a much valued membership base of over 200,000 people. In 2010 WWT embarked on a major piece of research to help ... Read more

An article, The Unusual Suspects, contextualises arts audience segmentation but also seeks to provide a new model for the 21st century based on key understandings about how audiences want to engage with the arts and how they want to be communicated with. The Culture Segments segmentation model presents eight segments that offer a common language ... Read more