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.

A concept image of a museum exhibit about the Holocaust
Image courtesy of Imperial War Museum ©
A collection of stone artefacts in a museum
Level 2

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.


Level 11. Beginners
You're starting from scratch, or you need a digital skills and knowledge refresh. You're time poor and need a quick fix.

Level 22. Development
You've mastered the basics and now you want to fine tune your digital skills and knowledge. You're looking for new ideas and inspiration to achieve what you want to achieve.

Level 33. Advanced
You know what you're doing digitally but you want to do it better. You're keen to test and experiment and take your heritage organisation to the next level.

Digital Heritage Hub is managed by Arts Marketing Association (AMA) in partnership with The Heritage Digital Consortium and The University of Leeds. It has received Department for Digital, Culture, Media and Sport (DCMS) and National Lottery funding, distributed by The Heritage Fund as part of their Digital Skills for Heritage initiative. Digital Heritage Hub is free and answers small to medium sized heritage organisations most pressing and frequently asked digital questions.

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Heritage Digital
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