Segmentation Made Simple

Organisation The Audience Agency

This online resource explains audience segmentation and how it forms a cornerstone of good audience development planning. The ideas and specific segments it refers to are part of the ‘Audience Spectrum’ segments , which categorise the whole UK population by their attitudes towards culture, and by what they like to see and do.

There are 10 different Audience Spectrum profiles that you can use to understand who lives in your local area, what your current audiences are like, and what you could do to build new ones. Audience Spectrum is the most accurate tool the sector has ever had to help target audiences, and include a wider public. It is produced by The Audience Agency and funded by Arts Council England.

Rights The Audience Agency
Format Web page
Creator The Audience Agency