Segmenting your audience toolkit

Segmenting your audience toolkit

By thrive


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.

People who come to your venue or event are all different: who they are, where they live, what they like and how they live their lives. For this reason, you shouldn't treat your audience as one big homogeneous group. Instead, identify their characteristics and whether there is common ground between them. This way, you will be able to group them into 'segments' and tailor your offer and communications to the preferences of each group.

We're often quick to turn to demographics, especially age groups, to segment our audience. However, there are other types of segmentation that are worth looking into.

In this toolkit, you will discover:

  1. Why segmentation is important
  2. What type of data you can use for your segmentation
  3. Which segmentation is best for your organisation
  4. A step-by-step checklist

Go to the Toolkit  (PDF)

Resource type: Case studies | Published: 2022