The Audience Agency take us through a step-by-step guide to how getting started with segmentation can transform how you communicate with and market to your audiences.

A free segmentation framework to shape environmental sustainability plans and craft messaging that fits your brand and offer. A look at Eco Mindsets, audience insight specialist, MHM‘s targeting and profiling system that helps organisations drive positive behaviour change in support of the environment.

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.

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.

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.

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.

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.

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.  

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.

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.

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.

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

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.

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

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

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

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.

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.

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.

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