Audience Answers Coming Soon!

Segmenting the UK population by their attitudes towards culture, and by what they like to see and do.

New Motivation Guides: Select an Audience Spectrum segment to find and download your free guide to motivation and engagement

Use Audience Spectrum to understand:


Who lives in your local catchment area


What your current audiences are like


How you can connect with and build new ones

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 with the addition of 20 new subsegments in 2022, its profiling power is more precise 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 Answers to discover how your own audiences profile against the Audience Spectrum segments.

Profile your own audiences

Make the most accurate segmentation tool that the cultural sector has ever had work its hardest for your organisation and audiences

See what works for you

Top tips for using spectrum

Understand how to practically implement the deeper insights that the newly in-depth Audience Spectrum Subsegments provide

Get our team's top tips

Explore Audience Spectrum segments to get startedâ–¼

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: