Segmentation: introducing Culture Segments

Segmentation: introducing Culture Segments

By Morris Hargreaves McIntyre


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.

Culture Segments provides a compelling shared language for understanding your audiences and visitors. It helps you target them more accurately, engage with them more deeply, build lasting relationships and maximise loyalty.

It’s powerful because it’s sector-specific and based on people’s deep-seated values and beliefs. It gets to the heart of what motivates them.

Which segment are you?

The algorithm for the eight Culture Segments is built on hundreds of data points, but segmentation is possible using just 10 golden questions. This makes it quick and easy for the questions to be shared with mailing lists, added to satisfaction surveys or tagged onto booking processes.

Culture Segments is a practical and sophisticated segmentation tool. Some organisations simply use the free pen portraits to guide their marketing strategies. Others invest in the Culture Segments TagTool to segment their databases and build individual user profiles. The Culture Segments community is a growing international network, with opportunities to share ideas and best practice on and offline.

Download the segment pen portraits


Resource type: Guide/tools | Published: 2021