Cultural Playing Field

ACE Audience Insight Segmentation meeting by Robin Simpson
March 4, 2011, 5:44 pm
Filed under: meetings | Tags: , , ,

On Thursday afternoon I was at Arts Council England to take part in a meeting about ACE’s Audience Insight Segmentation. Some years ago ACE commissioned a segmentation model to improve understanding of how and why different people engage with the arts. This provided a framework for ACE to consider how well current arts provision is meeting the needs of the English population. Now the TGI agency has been commissioned to refresh the segmentation, re-sizing and understanding changes in arts engagement for each of the 13 segments of the population since the original analysis was done. This will produce an updated profile for each segment. Profiling people by the degree to which they do or do not engage with the arts – rather than merely by demographics or location – has allowed arts organisations to target more effectively in order to develop their audiences or participants. The updated profiles should provide an even better model for marketing officers and policymakers.

Robin Simpson.



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