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Cultural Content: Personas and segmentation

Georgina Brook, Senior Content Strategist at One Further starts from the assumption that ‘all models are wrong, but some are useful’ in this insightful look at how to categorise digital users.  First published on the Cultural Content newsletter of digital specialists One Further.


Published: 2024 | Resource type: Guide/tools

Audience Spectrum: How to get the most from the cultural sector’s leading segmentation tool

Chris France, Head of Product Growth & Customer Success,  Ben Jeffries, Head of Scotland and Megan Tripp, Community Manager at The Audience Agency take us through how you can get the most from Audience Spectrum.


Published: 2023 | Resource type: Guide/tools

A throng of people of all different ethnicities, ages, heights and shapes walking in front of a row of 3 storey, Georgian houses

Introducing…the Historic England Segments

The Historic England Segments are designed to help understand how people relate or could relate to heritage, driven by their personal values. They are defined to help us connect more effectively with our existing audiences and also to engage with new and diverse visitors and groups.


Published: 2023 | Resource type: Guide/tools

A crowd of people of different ages, gender, height and ethnicity covered in dry powder paint. Msnay have their hands in the air and the sky is full of different colours.

Segmenting your audience toolkit

In this toolkit, thrive, NI’s audience development agency, looks at how to segment your audience. It includes why segmentation is important, the types of data you need, what type of segmentation will work best for your organisation and a step-by-step checklist.


Published: 2022 | Resource type: Case studies

Blobs of differentcolours representing a crowd of different people

Adeiladu model segmentu cwsmeriaid sy’n gweithio i’ch sefydliad

Mae segmentu’n hollbwysig i unrhyw sefydliad sy’n canolbwyntio ar gwsmeriaid, yn enwedig mewn sefydliadau celfyddydol. Dyma ganllaw ymarferol gan Ticketsolve, y darparwr meddalwedd tocynnau a swyddfa docynnau i gefnogi eu nawdd i’r Rhaglen Datblygu Ar Raddfa Fach: Cymru 2022.


Published: 2022 | Resource type: Guide/tools

ticketsolve guide to segmentation cover

Building a customer segmentation model that works for your organisation

Segmentation is crucial to any customer focused organisation, particularly in arts organisations. A practical guide by the ticketing and box office software provider Ticketsolve to support their sponsorship of the Small Scale Development Programme: Wales 2022.  


Published: 2022 | Resource type: Guide/tools

Aerial shot of people walking around a paved public space

Segmenting your online audiences to improve digital effectiveness

In this session recorded at Digital Heritage Lab’s Digital Skills Day, Katie Moffat talks about the different approaches to segmenting your online audiences and how to use that insight to improve your digital effectiveness.


Published: 2021 | Resource type: Webinars and films

Reaching new audiences: British Museum Manga

The British Museum held the largest exhibition of manga ever to take place outside of Japan. They used the exhibition to successfully reach new audiences and to support a perception shift for the museum. Ella Lewis-Collins, Senior Marketing Manager, British Museum and Sylvie Harding, Research Executive, Morris Hargreaves McIntyre take us through what they did.


Published: 2021 | Resource type: Case studies

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

Neon Open Sign

Building blocks for reopening

This comprehensive guide by Spektrix helps lay the foundations for a successful reopening whether you use their CRM system or something else.


Published: 2020 | Resource type: Guide/tools

Dancer

Culture in Lockdown. Part 3: Covid Audience Mindsets

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.


Published: 2020 | Resource type: Article

Front cover of report with text

CircuitWest: The Search for Audiences Handbook

The Search for Audiences handbook is a tool for helping presenters (venues) build audiences. It details the research techniques CircuitWest and its participating members used for 12 Western Australian presenters in its projects involving focus groups (qualitative) and, in some cases, surveys (quantitative). It provides an overview of the main factors that influenced audience behaviour across the studies, as well as details the research questions ... Read more


Published: 2019 | Resource type: Guide/tools

Effective emails

An abstract from the Spektrix Insights 2019 report that focuses on effective emails.


Published: 2019 | Resource type: Research

Segmentation and Customisation are King

Segmentation and Customisation are King in Spektrix’s new Insights Report 2019.


Published: 2019 | Resource type: Article

The DNA of Brand – Shakespeare’s Globe

Successful brands articulate a clear promise and deliver on that promise through every gesture, each and every time someone comes into contact. A successful brand can never be ‘landed’ from above. Organisation-wide consultation and creative discussion is essential. Morris Hargreaves McIntyre take us through their work on the re-brand of Shakespeare’s Globe.


Published: 2019 | Resource type: Research

Using segmentation to find an audience for The Postal Museum

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.


Published: 2019 | Resource type: Research

Using segmentation tools to inform strategy

Pru Shackley, Marketing and Audience Development Manager at The Lightbox Gallery and Museum, Woking describes how Culture Segments TagTool insights are being used to fuel strategy across her organisation.


Published: 2019 | Resource type: article

Bare necessities: segmentation made simple

Jenny Scudamore, from Baker Richards, explores ways to maximise engagement and income in her new guide ‘segmentation made simple’.


Published: 2018 | Resource type: Research

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Infographic of Western Australia's cultural groups

An audience segmentation study was conducted in 2012 to analyse the data gathered from the Western Australia Department of Culture and the Arts’ Arts and Culture Monitor 2007-2011.  This infographic gives a visual summary and overview of the five key segments and the key relevant barriers to arts attendance.


Published: 2012 | Resource type: Research

Visitor segmentation

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


Published: 2013 | Resource type: Case studies