thr o g h a s h a r p e r l n - morris hargreaves mcintyre · 4 through a sharper lens culture...

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Through a sharper lens 2

Culture Segments is the international market segmentation system for arts, culture, heritage and leisure. From Sydney Opera House to the British Museum, it’s driving engagement.

Culture Segments uncovers your audiences’ deep-seated beliefs and values, and applies this insight to catalyse confident change: for insight-driven, organisation-wide strategic development.

You can use Culture Segments across your organisation to fuel audience engagement, build long-lasting relationships and maximise return on investment.

Driving success through insightBecause you’re serious about developing and diversifying your audiences and building long-term sustainable relationships, you need to speak to these different visitors in different ways that deeply engage every single one of them. And to do this effectively and efficiently, you need a powerful segmentation system.

Culture Segments delivers unparalleled insight into the needs, wants and attitudes of cultural audiences. These become your tools to engage far more people, far more deeply through tailored communications, programmes and experiences.

Speaking to deep-seated values We’ve moved beyond simply describing patterns of behaviour or demographic profiles to a deep understanding of fundamental values, beliefs, attitudes and priorities.

This insight unlocks what matters most to the individual, and builds profoundly meaningful relationships that touch these core beliefs.

Changing behaviourBy understanding what motivates and fulfils people, you put yourself in a position to influence their behaviour. You can take them on a journey.

Through a sharper lens


New audiences, ready to engageCulture Segments covers your whole market, not just those who already come. As well as transforming your view of existing audiences, Culture Segments allows you to assess where the greatest potential is for reaching those who are yet to visit, and how best to engage these new audiences.

A shared language for a shared audienceWe developed Culture Segments to give the cultural sector a way to speak about the whole audience: to embrace our shared market in all its complex, disloyal glory.

Culture Segments is designed to work across all artforms and cultural experiences. The segments apply equally to people experiencing La bohème at the Royal Opera House and the primate trail at Auckland Zoo.

‘We are inspired. Understanding Culture Segments across the arts has created a shared, specific language when discussing potential audiences. This is genuinely exciting.’ Sarah Hunt, Development & Audience Engagement, Arts Centre Melbourne, Australia

Culture Segments was developed by leading insight consultancy Morris Hargreaves McIntyre (MHM), powered by our Audience Atlas population surveys.

Audience Atlas has mapped the market in more than 20 countries and cities worldwide, from New York and Newcastle to India and Sweden.

Robust and representative, each Audience Atlas gathers detailed insights from over 2,000 adults in the market for culture.

And Audience Atlas is inclusive: culture is defined in its broadest sense, from attending a contemporary art show to watching a film at the local cinema.

© Brandon Bourdages / Shutterstock


Culture Segments is the lens to bring your audiences into sharper focus. Understand what your audiences want from you, by understanding what drives them. Use this to build long-lasting relationships that deliver profound value to you and to your customers.

The insights from Culture Segments can transform your activities across every department, to engage more people, more deeply with your vision and cause.

Building communities, not transactionsDeepening relationships with audiences is key to successful cultural organisations. The relationship you have with your audiences and visitors must go beyond a series of purchases. We need to build communities not customers; conversations not campaigns.

And relationships are multi-faceted. So limiting relationship-building to one department or strand of activity limits your potential.

Culture Segments helps you develop mutually-beneficial partnerships with your audiences to reach more people, engage them more deeply and increase return on investment.

By using Culture Segments to inform programming and exhibition design, you can maximise engagement with audiences and you can even extend this into co-creation with them.

Transformative insight, across your organisation

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Refine your focus on families, using Culture Segments to explore what families really want. Find out more on page 13.


For everyone in your organisationThe insight from Culture Segments reaches across every area of your activity.

Understanding your audiences’ core beliefs, why they attend, their expectations and their needs on site will drive development in every department.

Every team can make targeted and strategic decisions based on this insight. From programming to development, front-of-house to learning, Culture Segments can increase the impact of your work.

Powering your activitiesCulture Segments is compatible with international media buying systems: organisations are successfully using the system with their chosen agencies.

Our MHM Relationships app allows Culture Segments to integrate with your CRM system and power your day-to-day communications.

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‘MHM has completely changed the way we think about

audiences at Tate. The move from demographic to attitudinal

thinking has had a huge effect and now influences our marketing planning,

building orientation and even programming.’ Claire Eva, Head of Marketing and Audiences, Tate

Cut through the noise to do more with digital. Explore how Culture Segments can maximise web-enabled engagement on page 12.


Meet the Culture Segments

EssenceDiscerning. Sophisticated. Independent. Spontaneous.

Well-educated and highly-active cultural consumers across a range of artforms. Confident in their own tastes and like to make their own decisions.

Priorities: Exploring. Adventures. Art and culture. Self-development. Experience over material goods.

Engage them: Flatter their independence and sophisticated tastes.

ExpressionReceptive. Confident. Community. Expressive.

Confident, fun-loving and community-minded, they love to learn and accommodate a wide range of interests.

Priorities: Living life to the full. Community. Family. Arts and culture. Nature.

Engage them: Tap into their desire to be part of something bigger.

ReleaseBusy. Ambitious. Prioritising. Wistful.

They feel time-pressured by busy family or work lives, and so have limited time and resources to enjoy the arts and culture. They would like to do more.

Priorities: Socialising outside the home. Relaxation. Work and family.

Engage them: Demonstrate that culture is a great way to spend time with others.

EnrichmentMature. Traditional. Heritage. Nostalgia.

With a mature outlook on life, they have time to spare and like to stay closer to home. They enjoy nature, heritage and traditional

artforms.

Priorities: Home life. The past. Conventional arts and crafts. Nature, gardening, countryside.

Engage them: Focus on their established tastes and desire to experience nostalgia, awe and wonder.


PerspectiveSettled. Self-sufficient. Focused. Contented.

Fulfilled and home-orientated, arts and culture are often low in their priorities, but their desire to learn is a focus for engagement.

Priorities: Own specific interests. Reading. Learning. The outdoors. Optimistic. Inner-directed.

Engage them: Empower them to feel that they are making their own discoveries.

Stimulation Active. Experimental. Discovery. Contemporary.

Always looking for new experiences, they’re open-minded and like to be at the cutting edge.

They live life to the full, looking for variety in many

different leisure activities.

Priorities: Enjoying life. Going out. Taking risks. Live music. Food and drink. Contemporary events.

Engage them: Let them be the first to try new things.

EntertainmentLeisure. Pop. Consumers. Mainstream.

They prioritise other leisure activities over arts and culture, visiting for one-off treats or special occasions. They love spectacular, entertaining events that are heavily endorsed.

Priorities: Escapism. Thrill. Close to home. Sport.

Engage them: Appeal to their love of high-profile, popular events that everyone is talking about.

AffirmationSelf identity. Aspirational. Quality time. Improvement.

They enjoy a wide range of leisure activities. Culture is mainly a way of enjoying

quality time with friends and family, and offers the chance

for self-improvement.

Priorities: Family needs. Personal development. Quality time with others.

Engage them: Endorse culture as a worthwhile way to spend time with loved ones.


Culture Segments enables you to champion your art and your audience equally, and build an audience that is engaged with your core vision. You never need to curb your artistic ambition to chase the mainstream.

Cause led, audience focusedYour cause is the core of everything you do. It’s why you exist.

We believe fundamentally in the value that arts, culture and heritage has in people’s lives. Culture Segments is designed not to dictate how you programme, but to maximise the reach of your work.

Instead of programming the predictable stuff for the usual suspects, Culture Segments enables you to build an audience for your artistic vision and cause. It pinpoints who might try your artform, what they are looking for and how to approach them.

By tapping into the fundamental benefits that we all experience, Culture Segments frees you to reach great audiences for great art.

Connect people with your vision

The Place – London’s boldest dance theatre – uses Culture Segments to build and diversify audiences for a programme that aims to push boundaries.

Always championing their vision and their audiences in equal measure, the team adapted the experience for target segments. Through a contextual event series called ‘Spectator School’, The Place tailored opportunities to engage in the creative process and take part in resonant conversations about the work (Expression) and created social evenings or weekend events around a show (Stimulation).

As a result, The Place has engaged new audiences and diversified its segment profile and can now sustain longer runs, put on more performances and programme more challenging, risk-taking work.

© Lucy W

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‘Culture Segments helped us bring audiences new to dance into our building and also led to a new wave of regular dance attenders, now enjoying dance as part of their arts consumption.’ Anthony Baker, Artistic Director & Joint CEO, Dance City, Newcastle


Tailor the experience to scaffold engagement The segments want to absorb different levels and types of information, in different ways. You can use this knowledge to tweak the way you present your creative and public programme, making sure your target segments are fully engaged with your vision.

You can build and layer interpretation to meet the needs of your key segments, tempting them in and taking them on a journey.

Expression love to see the artistic or curatorial process and hear different viewpoints. Essence want expert opinions and may dismiss amateur views.

Maximise the reach of your public programmeFamily events and workshops – your public programme – can also be tailored to suit target segments’ needs. Each segment learns differently so you can plan your educational programme around each segment’s style.

Entertainment will only engage with fun activities, but Enrichment want learning activities to furnish them with hard facts.

And your wrap-around offer can allow different ways to engage, targeted to segments.

Expression love to talk and Stimulation love new ideas: both love post-show discussions.

Courtesy of English Heritage


Building enduring, emotional relationships requires rich, personal interactions.

Insight from Culture Segments powers communications that really resonate with your audiences. It enables mass personalisation and maximises return on marketing spend.

And it’s not just about current audiences: Culture Segments drives audience growth.

Focus investment where there is most potentialConcentrating your communications on specific segments maximises returns. Those that are closest to your brand, those that make up the largest share of your market or those with the greatest potential to grow and spend are all options, depending on your strategic priorities.

Conversations that matter

London Symphony Orchestra uses Culture Segments to inform every aspect of marketing, from copywriting to design. ‘Find me a concert’ is aimed at Expression, but will also pique the interest of Stimulation.

‘Culture Segments plays a significant part in our audience engagement strategy. We’re enjoying record levels of audiences. Response rates to direct marketing have more than doubled, as has the percentage of new bookers, while marketing budgets have decreased.’Caroline Schreiber, Head of Marketing, The Place, London


Messages that speak to deep driversYou can then tailor your communications for each segment, developing specific messages to appeal to segments’ pivotal decision drivers. Using the detailed segment insight, it’s also easy to identify the right channel and the right timing for delivery.

Culture Segments illuminates new audiences There is a huge, untapped potential market out there for your work. Culture Segments can identify the segments where there is greatest opportunity for growth: which segments are open to your artform and offer.

Culture Segments breaks down myths about people who don’t visit. Far from being mysterious, disinterested or hard to reach, all the segments are like people you know: seeking cultural experiences that meet their needs. They have not visited yet, simply because we haven’t convinced them to do so. It’s our failure, not theirs.

By focusing on these fundamental needs, Culture Segments gives you practical ways to engage new audiences in meaningful, relevant conversations.

Affirmation like the reassurance of reviews. Expression are highly-visual and respond to beautiful images.

Highlight aspects of tradition and nostalgia for Enrichment and the quirky or interesting hook to intrigue and engage Stimulation.

Nonsuch Theatre in Nottingham achieved massive online engagement by curating top picks from their performances to suit the different segments.

Each segment received a different invitation to view these top recommendations. They intrigued Stimulation (‘Give Me the Cutting Edge’), reassured Affirmation (‘Give Me the Cream of the Crop’), welcomed and included Expression (‘Put Me at the

Heart of the Action’) and promised Essence quality (‘Show Me the Extraordinary’).

Over the month of the festival they engaged more than 195,000 people online, contributing to bigger audiences, as well as creating buzz and raising the profile of their shows. They did all of this using the free insight published at mhminsight.com.


Analytics gives us mountains of digital audience data, but we’re still short of real insight. We know the who, what, when and how of online use, but we know far less about the why (and the why not).

Culture Segments allows us to focus on this ‘why’, by uncovering the underlying drivers for digital engagement.

Digital footprints Each Culture Segment has a distinct digital footprint. Very different, deep-seated needs drive very different patterns of social media engagement and frame different ways of using your websites, apps and interactives. Understanding these patterns helps you to use these channels far more effectively.

Compelling contentRather than just making our web content more efficient (focusing on navigation and usability), Culture Segments helps us to make content more engaging (focusing on relevance and emotional intensity). It helps to build truly compelling content that connects with users at a deeper level, that delivers what they need but were not necessarily looking for or expecting.

While Essence love the content on digital guides, devices impede the pure connection they seek. Enrichment may never download content to a smartphone, but love to research collections online.

Expression often want to be empowered to choose, curate and share our online content, but it’s the last thing Perspective want to do.

Do more with digital

MHM Relationships is our smart web app that brings the power of Culture Segments to your audience database.

It collects profile data from each audience member and adds rich, meaningful insight (on their segment, their appetite for risk and propensity to join, volunteer and donate) to their individual database record.

You can then use this insight to drive visits and ticket sales, build enduring relationships, build your supporter base and grow brand equity.

Cooper Hewitt’s digital Pen engages different segments’ need for creative play or factual research.

Courtesy of Cooper Hewitt, Sm

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Culture Segments highlights the different benefits that families seek, and the commonalities that bind them.

By tailoring and targeting your families offer to three broad family modes, you can speak to individuals’ deep drivers and their practical needs.

My family, my wayThere are family audiences in every Culture Segment: visiting with children does not change core values. But family groups do have specific needs.

We’ve grouped the segments into three broad modes that describe how families want to engage. Organisations use these to target and tailor provision, crafting experiences to delight adults and children alike.

Entertainment are entirely Kids First: fun for the youngest rules all. Expression want to Learn Together, with shared activities paramount. Essence parents confidently lead their children through cultural experiences.

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People choose to give money or time to your organisation because they believe in you, and in your cause. Deepening your relationships is the route to growing your donor base, volunteering and membership.

Use Culture Segments to unlock the benefits that supporters are seeking, deepening that relationship to a point where giving time or money is a natural expression.

Target segments who want to give, join or help outWhich segments are closest to your brand and which are more likely to give their hard-earned cash or precious time?

You can use Culture Segments to identify who has the most potential to donate, join your scheme or sign up to volunteer. Some segments naturally express their beliefs through these activities, others can be persuaded: deepening relationships is the route to unlocking this latent value.

‘You would buy into something that your children, your family, your community are part of.’ Expression

Inspire your supporters

To celebrate their 140th birthday, 92nd Street Y in New York created the worldwide Giving Tuesday. Their own campaign prioritised donations from the Expression segment by tailoring specific messages and targeting through digital media.

The campaign messages were tailored to Expression’s drivers, focusing on community building through the line ‘Powered by 92Y & You’. Communications were targeted to email subscribers in the segment, and via social media used by Expression.

The results of Giving Tuesday surpassed expectations. The differentiated campaign delivered a strong response, with donations from Expression outstripping all other segments.

‘Culture Segments now inform not only our future marketing efforts, but also how we programme and fundraise.’ Howard Levine, Director of Digital Innovation & Creative Strategy, 92nd Street Y, New York


Tailor benefits to delight segmentsPeople don’t have to be fully-fledged philanthropists to contribute. Not everyone is a giver at their core. Culture Segments helps you build relationships based on different inspirations and desires.

By understanding what the different segments want from you at the deepest level, and designing supporter experiences and communications that speak to these, you will release maximum value for them and for your organisation.

Essence join membership schemes because they connect deeply with an organisation’s cause. Perspective are lit up by subject matter rather than brands, so are less likely to join.

Expression’s strong sense of community, family and belonging drives a passion for volunteering. Release do not feel they have time to spare.

Leverage segment insight to build sponsor engagement with your workSponsors love the rich picture of your audiences provided by Culture Segments. These insights power deeper conversations and more strategic relationships with your sponsors, engaging them more deeply with your cause.

The Barbican Centre in London used Culture Segments to successfully relaunch their membership scheme. Having identified the segments that Barbican membership was most likely to appeal to, they crafted a benefits package that would satisfy each segment’s needs, as well as bringing them closer to the organisation.

Inspired by Expression, they made the scheme simpler. Different propositions focused on the core motivations for joining: ‘Be in the know’ (Essence), ‘Try something new’ (Stimulation), ‘Share the love’ (Expression).

Within the first few months, they gained 2,000 new members, earning nearly £200,000 more in membership revenue and resulting ticket sales.

Share the love. Bring a guest into the gallery and a whole lot more, explore the Barbican with Membership Plus

membership for lovers

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Your bar, your box office, your loos: all these are integral to your audience experience. Your cultural content is inseparable from these other touchpoints.

By tailoring the front-of-house experience to your target segments’ needs, you can dramatically increase engagement with your art, your vision and your cause.

A strong overall offer means your audience will spend more, visit again and tell others about you too.

Amplify the whole experienceThe visitor experience doesn’t start upon entering an exhibition or auditorium – it starts from the moment people visit your website or walk into your venue. Visitors see every interaction with you, every space and every conversation as part of their visit.

From the moment of arrival, you can craft the experience to your target segments’ needs. From the kinds of conversations they have with your staff to the ambience you create, you can make practical, often low-cost changes to ensure every service hits the spot. You’ll increase the emotional connection your audiences have with you, encouraging them to return and to advocate for you. All of which impacts the bottom line.

Shops are an extension of your programmePeople spend in your shop to satisfy their deep-seated needs – it’s an integral part of their cultural experience.

By optimising merchandise and retail customer journeys to the needs of specific segments, you can dramatically increase the value and volume of secondary spend.

Tailor catering to deepen engagementOptimising the experience in your social and dining spaces means your target segments will stick around for longer, reflect on the art they’ve experienced and have another drink. More people hanging out in your bar drives powerful word of mouth, brand equity and revenues.

Get your front-of-house in order

Enrichment want an official programme. Perspective prefer merchandise from the specific event they have attended.

‘It’s an occasion. So you probably would have a drink beforehand. Or a meal beforehand and a drink after.’ Expression


Historic Royal Palaces (HRP) used Culture Segments to explore ways to maximise retail spend across three venues’ shops: Hampton Court Palace, Kensington Palace and Kew Palace.

MHM researched which segments had the highest propensity to spend and what their needs were. Expression wanted palace-relevant products and interpretation. Affirmation looked for memory

triggers, prizing authenticity and resisting tacky souvenirs. Stimulation looked for high-quality, well-designed objects, particularly anything that was distinct, quirky and cool.

HRP used the insight to develop new ranges. For the Hampton Court 500 event, a new line was so successful it had to be repeated in the season and achieved sales of over £25,000.

© Historic Royal Palaces


Culture Segments is flexible, powerful and accessible for every budget.

Join the conversation – it’s freeYou are welcome to use our publicly-available insights about Culture Segments to drive your decision-making: we know many organisations who have experienced dramatic results with Culture Segments without paying a penny, like the Nonsuch Theatre example (see page 11).

You’ll be joining leading organisations including the British Museum, Historic Royal Palaces, British Council, Royal Albert Hall, Liverpool Everyman & Playhouse, the Science Museum, Arts Centre Melbourne, Sydney Opera House, 92nd Street Y, BAM and Cooper Hewitt, Smithsonian Design Museum in using Culture Segments to talk about audiences.

Diagnosing how Culture Segments can work for youWe offer organisation-wide workshops led by MHM’s directors and consultants. We will introduce your teams to the segments, explore your needs and recommend how Culture Segments can best work for you.

Data specifically for your organisationOnline quantitative surveys to your bookers database or face-to-face exit surveys with your visitors apply Culture Segments to your current audiences. Online surveys to the wider population segment your potential audience. Both services help you identify your target segments, while our bespoke audience forums allow you to meet them in person and explore the whys and hows.

Highly visual, in-depth reports and pen portraits mean you can easily share and digest this knowledge.

Enriching your databasesMHM Relationships is available to most organisations with a booking database or CRM system (subject to technical requirements). We also have a range of options if you do not sell your own tickets.

Get in touch with usWe’ve shown you some uses of Culture Segments. Every client is unique – we’d be fascinated to explore how Culture Segments can sharpen your focus.

Start using Culture Segments, right now

Clever programming choices have almost doubled the number of Enrichment visitors to Western Australian Museum, Perth in just two years.

Working with the British Museum and the V&A, the museum presented massively resonant exhibition experiences for their priority segments: awe-inspiring objects that bring the past to life.


We work with a variety of clients around the world on big ideas and big challenges. We help arts organisations to put their audiences at the core of everything they do.

StrategyOur deep understanding of the cultural sector and markets and our visionary, systematic, creative and holistic thinking have helped numerous clients to identify and implement winning strategies. Our dynamic Move On Up organisational development programme drives audience focus, energising leaders, staff and boards, creating common cause. Our Brand DNA approach galvanises cultural organisations to embody their core essence in everything they do.

InsightGreat strategies need deep insight. We go way beyond profiling research. Our studies find out what makes people tick, why they come and why they don’t, and what they really think. Our incisive, deep analysis is underpinned by rigorous research and strong project management, producing inspired and detailed strategic recommendations.

Our comprehensive Visitor 360° surveys, website analysis and visitor experience tracking feed insight to some of the world’s leading cultural organisations.

EvaluationWe are invested in your success, so we follow up our recommendations with thorough evaluation, accurately measuring impacts and outcomes. Our insight reports shape successful programmes or exhibitions and track their progress. Our robust, outcome-focused evaluation frameworks ensure you are measuring what matters and counting what counts.

Income developmentOur clients rely on our strategic insight to maximise their income.

Our MHM Relationships web app augments ordinary databases with extraordinarily useful data on audience members’ Culture Segment and propensity to join, volunteer and donate. The app measures individuals’ engagement with your brand, to help you build long-term, high-value relationships.

How else can we help you?

‘MHM’s Culture Segments has fundamentally changed how we think about our audiences and potential audiences – we now have really powerful tools to engage them.’ Sarah Ogle, Communications and Sales Director, Liverpool Everyman & Playhouse

Please stop by at mhminsight.com to find out more. Then drop us a line at [email protected]. And check us out at: @mhminsight and facebook.com/morrishargreavesmcintyre.Every effort has been made to trace copyright holders and obtain their permission for the use of images. We apologise for any errors or omissions and would be grateful if notified of any corrections to be incorporated in future editions of this publication.

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‘If you want marketing with attitude – use Culture Segments.’Richard Huntrods, Client Services Director, AKA

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At Morris Hargreaves McIntyre, we’re renowned for making a measurable difference to our clients’ success. We work in partnership with you, using award-winning research, groundbreaking segmentation and strategic consultancy to drive audience focus.

Our clients are world-leading culture, heritage and charitable organisations, including: Tate, British Museum, V&A, Southbank Centre, Shakespeare’s Globe, Royal Albert Hall, British Council, National Trust, English Heritage, Historic Royal Palaces, Kew Gardens, Chester Zoo; SFMOMA, Art Institute Chicago, Cooper Hewitt, 92nd Street Y, BAM; Sydney Opera House, Powerhouse, Arts Centre Melbourne; Creative NZ, Te Papa, Auckland Art Gallery; and Historiska.

All of our projects are different, but the value we add is constant.

thr o g h a s h a r p e r l n - morris hargreaves mcintyre · 4 through a sharper lens culture...

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