Audience Spectrum

The most powerful segmentation tool for the cultural sector just got even better

Audience Spectrum segments the whole UK population by their attitudes towards culture, and by what they like to see and do. It is the most accurate tool the sector has ever had to help target audiences and include a wider public. And it just got even better, with 20 new subsegments that enable greater precision profiling than ever before.

Audience Spectrum profiles the population at household and post-code levels and can be used as a tool for prospecting and data-tagging as well as profiling and mapping. Over 1000 organisations (large, small, ticketed and non-ticketed) are now using it practically and strategically. Register with Audience Finder Answers to discover how your own audiences profile against the Audience Spectrum segments.

Use Audience Spectrum to understand:

WHO lives in your local area
WHAT your current audiences are like
HOW you can build new ones

Explore the Audience Spectrum segments to get started now...

NEW FEATURES | Updates and Enhancements

The next generation of Audience Spectrum brings even greater benefits to users by:

Introducing a new layer of subsegments enabling greater differentiation of groups, particularly useful in places where there are large dominant segments (e.g. Metroculturals, Kaleidoscope Creativity and Experience Seekers in London).
Enabling more targeted action in achieving engagement goals, thanks to this additional detail.
Providing enhanced resources and interpretation, refreshed with updated data and information, that are reflective of new patterns of behaviour, including the impact of Covid-19 on audiences.

NEW FEATURES | In Action

Some in-practice examples of the unprecedented detail the new Audience Spectrum subsegments can provide:

Explore Audience Spectrum segments ▼

find out more about each of the 10 culturally active segments and the 20 new subsegments that enhance them below, including information about behaviours, attitudes and preferences for arts, CUlture and heritage organisations:

Metroculturals

Prosperous, liberal urbanites, interested in a very wide cultural spectrum.

Commuterland Culturebuffs

Affluent, professional and suburbanite keen consumers of traditional culture.

Experience Seekers

Highly active, diverse, social and ambitious regular and eclectic arts engagers.

Dormitory Dependables

Suburbanites and small towners interested in heritage activities and mainstream arts.

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 urban low engagers preferring free, local, culturally specific arts and festivals.

Supported Communities

Culturally low engaged, health poor, craft circle and church group seniors and youths.