This research undertaken in 2011 by Morris Hargreaves McIntyre on behalf of Creative New Zealand, uses two sector specific products Audience Atlas and Culture Segments to identify and understand arts, culture and heritage audiences in New Zealand. The research is designed to help arts, culture and heritage organisations to target, reach and engage with new audiences and meet their needs more effectively.
Culture Segments is designed to be more subtle, granular and sophisticated than existing segmentation systems. This is because it is based on people's cultural values and motivations. These cultural values define the person and frame their attitudes, lifestyles choices and behaviour.
The segments are distinguished from one another by deeply-held beliefs about the role that art and culture play in their lives, enabling you to get to the heart of what motivates them and develop strategies to engage them more deeply.