Culture Segments is the new international standard segmentation system for arts, culture and heritage. From Sydney Opera House to the British Museum, it’s driving audience development. Now it's here in New York. 92nd Street Y is the case study.
Culture Segments New York includes rich data about your organisation. It measures exact levels of awareness, penetration and crossover. It measures and powerfully defines your potential audience. Not just the who, what and how many, but, crucially, the why.
Culture Segments is sector specific. It's far more powerful than other systems because it’s based on people’s deep-seated cultural values and their beliefs about the role that culture plays in their lives. It gets to the heart of what motivates them.
Culture Segments reveals core truths about audiences that resonate with your staff. It becomes a shared language that helps you to target people more accurately, engage them more deeply and build lasting relationships.
Culture Segments New York tells us that 96% of people in the Bronx want to visit museums but that Manhattanites are three times more likely to be doing it regularly.
Discover why 1 in 5 of the Expression segment say they'd be very likely to volunteer for a New York cultural organization, if asked. But they're sill waiting to be asked!
Find out why the Essence segment spends 40% more than the average on culture each month - $140 -despite not being above the average for household income.
Culture Segments can measure, manage and grow your levels of Brand Equity. 92nd Street Y discovered that a modest rise in Brand Equity created a huge box office return.
The Place in London reached far beyond the usual suspects. They used insight to target the Affirmation segment and built a completely new audience for contemporary dance.
The British Museum targets different Culture Segments at each stage of an exhibition - driving far higher visitation than a traditional campaign.
The best way to understand Culture Segments is to segment yourself. It only takes two minutes. Simply click here and complete the 'Golden Questions' to find your segment. Then download the full profile. You'll immediately want to segment colleagues, friends and family...
Culture Segments is practical and affordable. The basic system is completely free. A small fee lets you add Culture Segments to your surveys. With a simple license every record in your audience database can be profiled automatically. Or we can build you something truly bespoke, like we did for 92Y.