The most powerful tool for segmenting UK cultural audiences
Audience Spectrum is a geo-demographic profiling and targeting tool. It segments the UK population by their attitudes towards culture, and by what they like to see and do.
It is the most accurate segmentation tool the cultural sector has ever had, and provides a common language for talking about audiences.
Why Audience Spectrum?
It’s the most accurate segmentation tool the cultural sector has ever had; based on real data like the Census, and our own research about what people actually see and do.
It provides detailed guidance around what motivates people in each segment, what the barriers to engagement might be, and the tactics you could use to reach them.
It’s a common language for talking about audiences across your organisation, and with other organisations.
It’s relevant and accessible to all cultural organisations; no matter your size, type, or budget.
Audience Spectrum gives Nottingham Playhouse a deep understanding of both existing and potential audiences. The range of tools enable us to create and implement campaigns to build relationships and engagement across our communities.
Why does segmentation matter?
Meeting the different needs of different people helps you to:
Prioritise and organise
Create relevant offers, communications
Make sense of intelligence / data available
Track and evaluate how you are meeting the needs of different groups
Explore the segments…
Metroculturals
Prosperous, liberal, highly-educated urbanites, passionately interested in a very wide cultural spectrum, concentrated in large metropolitan areas, particularly London.
Commuterland Culturebuffs
Affluent, professional, keen and well-informed people who are regularly and highly engaged, connoisseurs in the artforms they choose.
Experience Seekers
Highly active, younger and social career-minded graduates, they are frequent and eclectic arts engagers.
Dormitory Dependables
Regular attenders living in suburbs and smaller towns, interested in heritage activities and mainstream arts and less likely to be attracted by contemporary offerings.
Trips & Treats
Mainstream arts and popular culture fans influenced by children, family and friends.
Home & Heritage
Rural and small town pensioners attracted to daytime activities and historical content.
Up Our Street
Sociable retirees looking for inexpensive, mainstream, local leisure opportunities
Frontline Families
Frugal, semi-urban renting families, light on arts and culture but heavy on community.
Kaleidoscope Creativity
Mixed-age and many working in public or service sectors, often preferring free and local community festivals and art to engaging with public cultural institutions.
Supported Communities
Many people in these groups live in social housing and may rely on financial support or experience multiple types of deprivation or poor health.
