This guide explores segmentation methods from both the Audience Agency’s Audience Spectrum and Morris Hargreaves McIntyre’s Culture Segments. The resource outlines the value of these approaches and offers advice on how to apply these to the heritage sector. This is particularly important when planning to maximise technology to develop new audience segments.
86. How can my organisation become more audience-led?
To reach new audiences or to connect with existing ones in new ways using digital technologies, it is important to develop your understanding of their interests and preferences. Segmentation is one way that you can gain insight into your audiences and help you to plan for the future.