Explore the profiles
You can find out more about the each of the 10 culturally active segments below, including information about behaviours, attitudes and preferences for arts, museums, and heritage organisations.
Metroculturals
Prosperous, liberal, urbanites interested in a very wide cultural spectrum
Commuterland Culturebuffs
Affluent and professional consumers of culture
Experience Seekers
Highly active, diverse, social and ambitious, engaging with arts on a regular basis
Dormitory Dependables
Suburban and small towns interest in heritage activities and mainstream arts
Trips and Treats
Mainstream arts and popular culture influenced by children, family and friends
Home and Heritage
Rural areas and small town, day-time activities and historical events
Up Our Street
Modest in habits and means, popular arts, entertainment and museums
Facebook Families
Younger suburban and semi-urban, live music, eating out and pantomime
Kaleidoscope Creativity
Mixed age, low level engagement, free local events, outdoor arts and festivals
Heydays
Older, less engaged, crafts, knitting, painting, sheltered housing, church group or community library