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Segmentation: introducing Culture Segments

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.


Published: 2021 | Resource type: Guide/tools

An introduction to arts budgeting

How does an arts organisation set its annual budget? This short guide looks at the principles of budgeting, the income and expenditure budgets (including different methods of ticket pricing), monthly budget profiling and VAT.


Published: 1999 | Resource type: Guide/tools

Discover Dance – an evaluation of a development programme

The Discover Dance programme was run by Arts About Manchester between 2005 and 2009. This evaluation provides Acorn profiles of dance attenders and a useful insight into some of the key barriers to engagement for first time attenders with the dance sector, as well as an evaluation of the development work that was undertaken.


Published: 2009 | Resource type: Research

Assessment of projects to engage audiences

This report takes stock of audience engagement activities. To help make sense of this rapidly developing landscape, an ‘Arc of Engagement’ model is proposed to aid in understanding the stages through which audience members pass in constructing unique experiences around a shared work of art. Drawing from audience studies in the dance, theatre and classical music fields, six diverse audience typologies are described ... Read more


Published: 2011 | Resource type: Case studies

V&A exhibition testing research

The research quantified the instant appeal of proposed titles, explored the interest in and understanding of proposed titles and exhibition content, determined the likelihood of attendance by visitor type, and explored the dynamics of a visit – how far potential visitors will travel, who they will visit with, willingness to pay. Five exhibitions were tested, ... Read more


Published: 2006 | Resource type: Research

Opening time research for London galleries

The study, involving nine London galleries, sought to quantify and understand the evening market for galleries, providing demographic and psychographic profiling data alongside attender motivations and the relationship with daytime visits. The data also cross-referenced findings from participating venue to venue, and analysed marketing activity reach and appeal by segment, and opportunities to position galleries ... Read more


Published: 2002 | Resource type: Research

Who visits the Baltic Centre for Contemporary Art and why

The audience profiling study provided primary data through interview-led exit surveys to gain a deeper understanding of visitors, who they are, their motivations and attitudes. The profiling examined reasons for visiting, marketing reach, exhibition awareness and engagement, and visitor satisfaction. The insights informed recommendations for how Baltic could deepen engagement and improve the offer, and ... Read more


Published: 2008 | Resource type: Research

Evaluation of Big Dance 2008 in Manchester and Liverpool

Big Dance took place throughout the country between 5th and 13th July 2008. It was designed as a biennial celebration of dance, celebrating the diversity, accessibility and fun of the artform. The emphasis was on inviting people to get involved: by creating unusual events in extraordinary places it encouraged sustained engagement and participation by those audiences not typically associated with ... Read more


Published: 2008 | Resource type: Research

Audience profiles for contemporary dance

This research snapshot report provides a brief profile of audiences for contemporary dance. It draws on Audiences London and Dance Touring Partnership’s analysis of audience data in 2006 and 2007. The key summarised findings conclude that audiences for dance are not as frequent attenders of the artform as we’d like to think, and that the ... Read more


Published: 2010 | Resource type: Research

Survey design: examples of research questions and answer codes

This set of research questions and answer codes was developed during Audiences London’s work with a group of London-based visual arts organisations to standardise and share their audience information. They include questions which focus on the profiling of visitors as well as motivation, marketing, behaviour and satisfaction. This guide may be useful to you if the questions ... Read more


Published: 2011 | Resource type: Guide/tools

Regional audience and visitor profile in the Black Country

Organisations can learn a lot about their current and potential audiences through profiling. This project uses data from eleven different organisations in the Black Country to identify and understand the arts engagement behaviour of audiences across a common catchment area. It identifies hot spots of cultural engagement which could be further penetrated, as well as ... Read more


Published: 2012 | Resource type: Research

How Acorn segmentation of audiences can help arts marketers target their communication

This quick and easy to follow overview of CACI’s Acorn geo-demographic classification explains what it is, where the information comes from – and how it can help arts marketers to understand their audiences and the different types of people within their audiences. It shows you what you can learn about segments’ behaviours, preferences and what ... Read more


Published: 2013 | Resource type: Guide/tools

Customer profiling and segmentation tools

Do you want your marketing budget to stretch further? Do you want to improve the effectiveness of your marketing campaign? Do you want to get audiences to visit more frequently? If you answered yes to any of those then this guide will help make your marketing budget stretch further with more effective campaigns that increase frequency of ... Read more


Published: 2006 | Resource type: Guide/tools